Omnichannel is creating an experience where you can have it your way
By Chris H. Petersen
All too often we see the world through the lens of where we live, in my case the United States. I'm currently on a journey across Western Europe. It's always and an eye opening experience to be able to visit retail stores in different countries. On my recent store visits this past week, it became clear that omnichannel retailing is emerging, but still in flux with many pilots underway. Based upon my store visits, it became clear that there are 3 very distinct ways to tell if a retail store is executing "omnichannel". More importantly, when you talk with customers, they point out these particular omnichannel dimensions as key differentiators of why they prefer a particular retailer, and even a specific store location.
Why this is important: Today's omnichannel consumers are very clear about they want … they want it their way! Retailers who can tangibly provide integrated omnichannel engagement attract customers looking for a better experience.