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Omnichannel strategy is a panacea for a difficult environment at a time online retail is thriving and traditional retailers are feeling the heat with decline in shopper visits, suggests an article by Emma Sopadjieva, Utpal M Dholakia and Beth Benjamin for Harvard Business Review. “The omnichannel strategy hinges on the idea that providing a seamless shopping experience in brick-and-mortar stores and through a variety of digital channels not only differentiates retailers from their peers, but also gives them a competitive edge over online-only retailers by leveraging their store assets,” says the article.
The authors collaborated with a major US company, which
