Mastering Multichannel

Summary

Running a retail business in 2018 is more complicated than ever, especially for brands with physical stores. Consumers have high expectations, assuming retailers will have an active presence across all primary social media channels, as well as a fully functioning transactional website. As PwC says in its 2017 Total Retail Survey: “The power has shifted from those who make and sell products to the customers who purchase those products. But offering continued value and convenience for consumers makes for a higher and higher bar for retailers to clear.” Unless you are one of the rare companies that already has an operational omnichannel setup, how do you make your channels work together to provide a multichannel experience that will win both the hearts and the pounds of today’s buyers?