Why It’s Time to Refocus on Omnichannel

True omnichannel in retail has proved frustratingly difficult to achieve. But the seamless physical and digital customer journey remains a goal worth pursuing, and finally there’s a way of getting it right.

The pandemic pressed the accelerator on a long-term shift towards integrated physical and digital experiences. It also exposed the cracks in existing business models. Fragmentation of traditional retail is hardly new. Nor is omnichannel, a solution to the fragmentation problem which has long promised to deliver seamless experiences across stores and digital channels. But, true omnichannel in retail has proved frustratingly difficult to achieve.

To read the full article, click here.