Can omnichannel break down the silos?

A brief comment (from RetailWire) about retailers who continue to look at their brick-and-mortar and e-commerce channels as separate businesses:

The first issue I see is the definition of “omnichannel” itself. If retailers simply use it as a buzzword indicating that they operate both brick-and-mortar stores and e-commerce, then they really don’t get it. The idea behind omnichannel is to integrate all of the retailer’s shopping channels into a more holistic experience. (Sorry about more buzzwords.)

Investment in both systems and logistics is critical. Macy’s is probably the leading example of a store that has taken the lead on initiatives like BOPIS, order fulfillment from store inventories, and so forth. So if a large number of stores describe themselves as “lagging,” that’s probably an accurate assessment.


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