Omni Channel vision, Cross-channel Reality

Meeting the Consumer Where they Want to Buy

Omni Channel vision, Cross-channel Reality

Cross-channel brand interaction has become a must-have capability for retailers. While technology must be put in place to support cross-channel shopping—and the eventual omni-channel end-state—it matters only as an enabler of consumer interaction and participation in the shopping experience. Stores play a critical role as venues for product awareness, product research, and eventual purchase. While retailers will take very individual paths to enable cross-channel shopping and reach the omni-channel end-state, all successful paths will provide flexible, quickly deployable technology that reduces complexity and can be managed sustainably.

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