Omni-channel is dead?
An article in Forbes debates that nearly 16 years since its apparent coining, "omni-channel", if the term ever had any real usefulness, as a concept it is now well past its expiration date. The author states that, first, it was always ill-defined. Second, it was often served up as the panacea for what ailed every struggling retailer. Simply stated, a great customer experience has never been about being everywhere and being all things for all people. What matters is showing up for the right customers, where it really matters, in remarkable ways. Coining a new term, "Harmonised Retail", the piece states that winning customer experience strategy recognises that the blended channel is the only channel and that retailers need to leverage deep customer insight to understand how various customer segments navigate the customer journey across digital and physical channels. As contrasted with current terminology, the goal is not to be everywhere, nor is it to be seamless or unified. With harmonized retail our aim is to have the critical aspects of the customer journey all sing beautifully together.