The word “omnichannel” is back en vogue. What was once ridiculed, cajoled, and put down in keynote addresses onstage at retail conventions from New York City to Las Vegas is finally back with a vengeance.
Unfortunately, it only took the greatest pandemic of the past 100 years to open the retail industry’s eyes to what the term means and to start using it in the right way, like some nostalgic brand that is cool again. In many ways, “omnichannel” is like the Vans of retail transformation — suddenly everyone wants it.
But, knowing what omnichannel means beyond the word itself is no easy feat.Forbes