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Dealing with the Reality and Myths of Omnichannel

Dealing with the Reality and Myths of Omnichannel

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If you sell stuff in your and your partners’ stores and via e-commerce, you have probably heard today’s buzzword — “omnichannel” — meaning that your customers should be able to use any part of your commerce chain as if it were a single entity: find and buy anywhere, pick up anywhere, return anywhere, all of this working seamlessly for the customer and integrated so that transactions anywhere are recorded and available everywhere.

You’re being told that your customers want and will soon demand this kind of transparency, and that if you aren’t there now, you had better get cracking. You’re also hearing that getting there will take time, a lot of it — Macy’s started in 2008 and is just now beginning to reap the benefits — and will be a complex, expensive and “significant technology integration challenge.” By this time, you may be feeling that rush of panic as you contemplate how you can possibly keep up with this brave new world of real and virtual commerce.

You’re not alone.

Read full story…


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