Why Omnichannel Shouldn’t Mean Every Channel

Let's begin answering the underlying question — which channels are right and relevant — by defining omnichannel. Wikipedia defines omnichannel retailing as follows:

"Omni-Channel Retailing is the evolution of multi-channel, but is concentrated more on a seamless approach to the consumer experience through all available shopping channels, i.e. mobile internet devices, computers, brick-and-mortar, television, radio, direct mail, catalog and so on. Retailers are meeting the new customer demands by deploying specialized supply chain strategy software."