Tom Campion

Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

The term omnichannel is thrown around so much in the retail industry these days that it begins to become just noise in some respects. In a session yesterday at the Annual Summit in Seattle titled Defining Omnichannel for Your Brand: Setting Priorities to Meet Customer Expectations, it was interesting that Troy Brown, executive vice president of e-commerce and omnichannel at Zumiez, the youth culture fashion retailer, said that the term is rarely if ever used at the company.

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