Channel Investigate

Retailers in the Omnichannel World: What does it mean and how do you get there?

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Executive Summary

To really understand why Omni-channel is the new and emerging way to operate user's business it is important to understand the history of how businesses and customers have changed in the past 40 years. Prior to the introduction of the internet in the late 1990's, retailers had been conducting business in well controlled channels of distribution. The focus was on the retailer and how it could interact with the customer. This approach worked well for many, many years. Externally, customers were comfortable being store shoppers or catalog shoppers.

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