Here at Ignitiv, we did not want to get into the game of defining omni-channel. However, as we discussed with many people in the business, it means many things to many people.

Our understanding matches with this simple infographic that outlines why it is different from having more than 1 channel and from a multi-channel retailer:

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If envisioned right, an omni-channel strategy will:

  1. Have the retailer’s customers as the center of their world
  2. Change the organization structure to remove operational silos that grew over the last 1 or 2 decades
  3. Profoundly impact the technology architecture that supports the business
  4. Bring about significant change in the creation, communication and execution of offers as well as how inventory is managed and moved.