Adapting to the Customer
The omnichannel is really just how business adapts to all the ways that consumers buy now. Shoppers buy in stores, on websites and online marketplaces. They research online, shop at their desk and on their phone. And when it comes time to buying, they expect product information and availability to be accurate and consistent, and they want options for how they receive their products. The omnichannel is how merchants meet that customer expectation.