Omni-channel Meets In-Store Merchandising

Omni-channel seems omnipresent in most discussions about the future of retail. The term refers to connecting the store, the web, and the mobile web into a seamless experience that embraces the reality of a varied path to purchase.

Though the goal may be to become omni-channel, very few retailers are approaching that ideal.  In their Global Cross Channel Retailing Report, the Ebeltoft Group says it remains to be seen if integrated digital strategies will be broadly implemented or confined to leaders in select categories. Whatever the outcome, it takes a while to get out of the gate because cross channel integration cuts across not only the data side, but human capital, sales and marketing. By Joe Holley, vice president-new business development displays/merchandisers, Frank Mayer and Associates, Inc.

Part 1 and Part 2 of this series are archived for your reference.