Why Omnichannel Shouldn’t Mean Every Channel

The term "omnichannel" has been around for a few years, but as a successfully implemented reality, it still remains an aspiration for most. That said, 2014 will likely be a year when many B-to-C — and even a few B-to-B — companies will seriously benchmark their commitment to becoming omnichannel, either because of their competitors’ experiences or, ideally, for their own customers’ wants and expectations. One fundamental, often overlooked piece of the omnichannel journey is that successful omnichannel doesn't necessarily mean every channel. It's foremost predicated by being on the right and relevant channels.