Omnichannel has been a hot topic for the past few years in retail. That begs the question: When will retailers just achieve omnichannel success and move on to the next topic? It’s not a simple question to answer because the term encompasses so much, even when looked at from a purely technical perspective. It gets even more complex when you consider the softer aspects of omnichannel; that is to say, the human experience and expectations that are driving its evolution.
The only metric that truly matters is how well merchants satisfy evolving customer demands with consistency. The most striking aspect of the omnichannel universe is how it has been affected by the concurrent shift in power to consumers. That makes success a moving target. Never before have consumers had so much influence over retailers, fueled in large part by enhanced communication between them — but more importantly, the explosion in consumer-to-consumer communication empowered by the Internet and social media is influencing behaviors in a massive way.