For a generation that’s come to demand an Uber-like experience for everyday tasks, today’s customer expects their journey from online to in-store to be seamless, fast and convenient. This concept of omni-channel, or what was once called multi-channel, is not new, yet retailers have been struggling to catch up with this notion for 20 years.
I believe there are five key innovations that are driving omni-channel commerce:
Ultimately, the more frictionless the transaction, the more likely a consumer will make a purchase.
This isn’t the future—this is the now.
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