Businesses in an Omnichannel World: All for One and One for All

The prefix "omni-" means all, so omnichannel retail would refer to all channels being potentially used in the purchase process. However, it should go further than that with the retailer adopting the concept that all of these touchpoints are NOT multiple, separate channels, but rather ONE CHANNEL. A customer's journey shouldn't be looked at through, let's say, three separate instances of laptop, then smartphone, then in-store. They should all be part of the same instance.