What’s holding back omnichannel?

“Omnichannel” is more than a buzzword — it’s a real way to drive business by integrating your retail channels in a seamless way. But most stores have a lot of catching up to do, compared to Macy’s — the subject of a recent RetailWire discussion and these comments from me:

Omnichannel is a reality whether retailers are ready for it or not. The “early adapters” on the retail side (such as Macy’s) are raising the bar so rapidly for functions like BOPIS and ship-from-store that their competitors are scrambling to catch up. (And not always smoothly.) Macy’s in particular continues to expand in this area, having just announced some restructuring of store functions and manpower planning to leverage its lead even faster.

It’s not so much about whether consumers are shopping and paying for goods using mobile devices instead of PC’s (although that will continue to grow). It’s more important for retailers to break down the organizational silos that prevent the brick-and-mortar merchants and operations management from functioning smoothly alongside their e-commerce partners.


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