Column 13 · Channels and Governance · Era 6, Engagement and Networks (2010s)
Omnichannel
Implementation, content · Landmark · Cluster V, Interfirm Networks
Description
They defined the shift from multichannel to omnichannel retailing as the synergetic management of all channels and customer touchpoints to optimize the customer experience and performance across channels.
Managerial Implications
Customers move across channels and touchpoints within a single purchase, so channels must be managed as one system that optimizes the overall experience and performance, not as competing profit centers. Integrate inventory, pricing, and data across channels, measure results at the customer level rather than by channel, and redesign incentives so that store and online teams win together when the customer buys anywhere.