Blueprint For Omni-Channel Readiness

The retail industry is at an inflection point, or “reset moment”, triggered by mass consumer adoption of digital selling channels, particularly “smart” mobile devices. Armed with information instantly available to them in the digital domain, consumers now take “the store” with them wherever they go, in their pockets and purses. What consumers want are relevant products and services, any time and anywhere. They don’t see selling “channels”, but rather use both the digital and physical domains together to find relevant products and services. This is the nature of omni-channel retailing, and for consumers, it’s just shopping, re-defined.

The traditional retail operating model, with its highly verticalized line-of-business organizational and process structures, is not well suited to omni-channel selling. For example, in today’s retail operations, it’s not unusual for E-commerce to be completely separate from Store Operations, and yet form the consumers’ point of view, those “channels” should work together to help them make the best purchasing decisions.

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