If retailers are looking at omnichannel as a singular effort, then they are in a good place, says DynamicAction SVP Global Marketing Sarah Engel in this video taken during a break at eTail West 2016 in February. That means they understand there is a new way to look at retail.
If they are looking at channels separately, that’s where they’re missing the boat, Engel says.
“The consumer doesn’t even know the word ‘omnichannel,'” Engel says in this clip. “My expectation as a customer is that when I shop on mobile and want to pick up in store, that is all one continuum experience that I’ve had with your brand. That understanding at the basic level will drive a lot of other decisions. It drives how you look at your data, it drives how you structure your organization, when you realize your customer doesn’t see channels.”