In today’s environment, customers are empowered to purchase and consume what, where, when, and how they want. Companies are implementing multichannel strategies to present the customer with the desired choices and to reach the customer via its channel of choice. Multichannel no longer means “this channel” or “that channel.” It means all channels – the omnichannel. In this environment all channels must be tightly aligned, with key points of intersection among them. Otherwise the seamless omnichannel experience won’t exist – nor will the increased revenue from retaining and growing existing customers and reaching new ones through multiple routes to market.
Integrating a Multichannel Strategy demonstrates how to apply the SMART Partnering methodology to deliver the optimal omnichannel customer experience. A bolted-on approach to adding channels only sows conflict and sub-optimization. The path to the gold lies in baking a multichannel strategy into an organization’s culture and way of working.