Fulfilling the Omnichannel Shopping Imperative

Fulfilling the Omnichannel Shopping Imperative

By Richard Adhikari

Aug 16, 2017 12:44 PM PT

The omnichannel approach to customer contact has become a byword in customer service, but retailers need to do more to make it happen, based on a recent study from

Researchers tested 57 metrics across desktop, mobile and in-store buying touchpoints to evaluate the end-to-end omnichannel experience at 30 popular and growing retailers.

They focused on four major categories: fulfillment and inventory; personalization; pricing consistency; and in-store signage.

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