Omnichannel is B.S.
June 22, 2017 10:00 AM

There is an ever-present buzz swirling around the idea of omnichannel in today’s retail landscape.  Wait…strike that. Who else is sick of hearing about omnichannel? Industry jargon does nothing more than make headlines and create distractions. Retailers are being told (repeatedly) they must have an omnichannel plan that stretches across mobile, websites and in stores in order to stay competitive among increasingly savvy and curious consumer base.

We say that’s BS. When it comes to creating an experience that today’s consumers crave, it is so much more than integrating digital technologies online or in-store. There needs to be a renewed focus on understanding the core customer and creating an on brand ecosystem before blindly utilizing omni-channel tactics that may or may not be a good fit.

Leah Cotterman will present a research study, comparing the usage, appeal and influence on purchase intent of digital engagement like buy online pickup in store (BOPIS), peer ratings and reviews and personalized communication. In this session, Cotterman will discuss why it’s important for retailers to create a unique brand experience based on the needs and desires of their customers before choosing the proper tools to drive it forward.

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