Article Summary

Businesses in an Omnichannel World: All for One and One for All

Retail Online Integration magazine publishes contributed article by TouchCommerce CEO Bernard Louvat on the publication's website and in the outlet's e-newsletter ROI Report. ‚ÄčRetail Online Integration magazine provides practical information and ideas that retailers can use to do their job more profitably with case studies and advice from leading experts on e-commerce, fulfillment, merchandising, database marketing, customer relationship management and more.

The prefix "omni-" means all, so omnichannel retail would refer to all channels being potentially used in the purchase process. However, it should go further than that with the retailer adopting the concept that all of these touchpoints are NOT multiple, separate channels, but rather ONE CHANNEL. A customer's journey shouldn't be looked at through, let's say, three separate instances of laptop, then smartphone, then in-store. They should all be part of the same instance...
...When considering that the
all of omnichannel is a unified all, what are the factors that go into making omnichannel mean one experience?

Read the full article here.