National Retail Federation - NRF Retail Reference Center - Omni-Channel Retailing From Vision to Reality

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Omni-Channel Retailing From Vision to Reality

Ruthie Weitz Leopold
Retalix
December 2012

Rapid deployment in technology and accelerated adoption of new online and mobile means of interaction have forced retail chains to adapt and provide shoppers with omni-channel experience. And yet, while omni-channel is now regarded a must, retailers need to go to great lengths to assure that the vision of omni-channel retailing is fully realized.

To support converged and truly effective omni-channel retailing, traditional barriers must be torn down between in-store, online and mobile channels. Whether performing purchases from home, in the store, or on the go, shoppers need to be recognized and engaged as a single persona and at the same time have a single view of the retailer across all channels.

This document presents the circumstances that have made omni-channel retailing crucial, as well as the necessary steps for making the vision of converged omni-channel experience a reality.

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