Retailers Still Trying to Solve the Omnichannel Challenge

The term is thrown about at random, but what does it really mean for a retail organization to be "omnichannel," both from the perspective of consumers as well as the retailer itself? In a session yesterday at the eTail East conference in Philadelphia, a panel of retailers — Jessica Coogan, online marketing director, The Container Store; Brian Witherow, director of customer loyalty, Lovesac; Cricket Whitton, director of marketing and e-commerce, Design Within Reach; and Sara Onken, digital marketing consultant, Steelcase — attempted to answer that question.