Retailers Still Trying to Solve the Omnichannel Challenge

Omnichannel manifests itself at Design Within Reach in a couple of ways, said Cricket Whitton. For one, the retailer maintains a single source of inventory for its e-commerce site and stores. Second, pricing is consistent across all of Design Within Reach's channels. You won't see a sale online unless that same product is discounted in-store, Whitton noted. Finally, Design Within Reach bridges the online-to-offline shopping experience with an online appointment scheduler that enables consumers to set a date and time to meet an in-store sales associate. The program has been a big win for Design Within Reach. Consumers who use with the online appointment scheduler convert at a higher rate and spend more, on average, than customers who don't.