Myths and Realities of Omnichannel Retailing

Many retailers have discovered that omnichannel retailing is like a magical and mythical place, one that doesn't necessarily resonate with their own products and customers services. In the rush to embrace omnichannel, retailers are "experimenting" with changing business processes and deploying new technology. While some of these experiments may provide sustainable value, others may fall aside as new solutions and approaches prove more valuable.