Based on industry research and the variety of interviews Retail TouchPoints has conducted with retail analysts and executives, it seems like the largest obstacle in achieving omnichannel success is mastering the planning process.
At the annual Shop.org Summit in Chicago, several sessions focused on this very topic. And in one Q&A-style session, executives from Academy Sports and J. Crew not only shared how they prioritize omnichannel initiatives and win buy-in from team members.
Although Rolf Schultz, VP of E-Commerce and Omnichannel at Academy Sports, and Ted Vasquez, VP of Strategic Planning and Analysis at J. Crew, shared several best practices, organizational structure was the key theme.
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In fact, both Schultz and Vasquez indicated that their companies underwent a huge shift in how they collaborated and communicated to facilitate omnichannel efforts.
“Collaboration is a big part of our culture, especially when we’re talking about omnichannel which really affects every area of the business,” Vasquez explained. Businesses should “have those strategic conversations before going into investment conversations. Just make sure everyone is on the same page in thinking it’s a big idea and determine what the business potential is before determining what to invest in.”
Schultz added that moving towards omnichannel is “more of a cultural change than anything else.” However, the goal of breaking down organizational silos may be “unattainable. There are internal silos so it’s really about building a spirit of collaboration across teams. That is the role of the omnichannel chief.”
Retailers: Is your business moving towards omnichannel? What steps are you taking to ensure success? Share your thoughts in the comments section or on Twitter! @RTouchPoints
