Driving Toward Excellence in the Omni-channel

摘要

The definition of "omni-channel" differs according to product type and category, says Stevens. Each company has its own unique features that dictate how they sell to customers through various channels, whether online or traditional brick-and-mortar stores. One of the drivers behind the phenomenon is the ubiquity of cell phones, which allow for "instant gratification." But merchandisers are eager to reach customers on all platforms, in the belief that the maintenance of multiple channels results in higher levels of customer satisfaction.