Mike Shanker

Without a doubt, "omnichannel" was the marketing word du jour in 2014, and as we begin 2015, it doesn't seem to be going anywhere fast. Already fragmented consumer attention spans draw shorter while patience with brands struggling to deliver what customers want, when and how they want it, grows thinner. As a retailer, the need to be omnipresent across all channels and devices — or better yet, omniscient — has never been greater. However, despite the hype, being everywhere and always on can be truly daunting. So how do you do it effectively without losing your mind? Following are four tips for overcoming the omnichannel challenge: