Retailing used to be a straightforward interaction. The customer would enter the shop, browse the merchandise, make a purchase and leave. We had complete control over the interaction and as such could influence the information presented.It's clear that the advent of the Internet has altered that dynamic considerably. Customers may very well research your product line prior to contacting you for a purchase. These purchases may show up in the traditional way - in store -or they may arrive via the telephone or the Internet. Retailers must co-ordinate, manage and promote more paths to purchase than ever before, and if those paths don't all lead home, the road can be bumpy indeed. Enter omni-channel retailing: a philosophythat promotes a singular view of the customer as one of itscornerstone beliefs.
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