While retailers scramble to manage the impact
of omnichannel on their operations, the way they
communicate with customers, and the methods
they use to promote their products and reward loyal
shoppers, many have neglected to consider what
will likely be the most profound change of all: the
overall impact of omnichannel data transparency.
Omnichannel is destined to transform every aspect
of the retail industry, including the store—its
design and layout, the inclusion of mobile pointof-
sale and clienteling systems, the impact of
transparent inventory and what that means for
fulfillment, a single view of the customer and its
implications for loyalty programs, and even the
physical location of stores. Retailers must stay
ahead of the omnichannel curve if they expect to
remain competitive in the race for customers in a
commerce anywhere world, and that contest begins
at the brick-and-mortar store.
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