Succeeding as an omnichannel retailer requires mastering a mix of people, process and technology that must all work seamlessly together. To win in this environment, retailers need to develop an omnichannel strategy, build high-performing teams, and make sure they have the right technologies in place. This was discussed during last week's 2019 Total Retail Tech event during the "From Idea to Doorstep: Analyzing the Tech Structure Enabling Omnichannel Commerce" panel. The panel featured Ekta Chopra, vice president of digital, e.l.f. Cosmetics; Rodney Woodruff, vice president of engineering, WW International (formerly Weight Watchers); and Suzanne Miglucci, president and CEO, Charles & Colvard. Kathy Kimple, chief retail officer of FitForCommerce, moderated the panel discussion.
In this video, Miglucci explains how Charles & Colvard, a moissanite jewelry manufacturer and retailer, juggles partnerships with brick-and-mortar store partners and running its direct-to-consumer e-commerce site, while keeping the experience, pricing and branding consistent for consumers.