Carsten Thoma

It seems fitting to reflect on a year of significant change in the multichannel world, one that saw multichannel mature and take prime position on board-level agendas globally. What key changes have occurred?

A new breed of shopper is emerging. Informed, empowered and always connected, this ultrasophisticated consumer demands real choice when it comes to selecting and purchasing goods. Unlike traditional multichannel shoppers, this consumer uses all channels — store, catalog, call center, web and mobile — simultaneously. Enter the omnichannel shopper.