Terms of Trade · Edition 2: The trading pack
Omnichannel
Definition
One customer experience across store, website, app and marketplace, with stock, price, order and customer data held as one rather than as separate businesses that happen to share a logo. Properly done, the customer can buy anywhere, collect anywhere and return anywhere, and the business can see it as one sale.
Field note
Omnichannel is the 2010s buzzword that anyone who had a website and a store claimed to be, while studiously ignoring what was happening in either.
Board question
Can a customer return an online order in a store today, and does the store manager’s bonus go up or down when they do?
Applied through
Channel Coherence in the Cat’s Whiskers, one customer experience rather than competing internal businesses.
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