Over recent years, retailers have been addressing the growing number of ways in which shoppers can buy from them by launching multiple channels and then improving the buying experience in each of them. But this does not reflect the way people shop now – they want to buy what they want, from wherever they want, at a competitive price, and have it delivered as quickly as possible.

In any case, developing and operating a multichannel business made up of multiple separate channels is not efficient and rarely profitable, making it an unsustainable approach. Instead, retailers need to fully interlink these channels and provide a seamless, consistently positive experience for shoppers – the ‘omnichannel’ experience – before the competition from all sides becomes overwhelming.

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