Posted On Sep 26, 2020
Most retailers recognize the importance of combining the best of digital technologies and physical stores to profitably create a seamless and consistent customer experience across channels (see the Bain Brief “Leading a Digical® transformation”). There’s a good reason for this. Their most valuable customers are engaging with them across all channels: store, mobile, social and online. Some retailers find that these omnichannel customers spend two times to five times more than customers who buy in only one channel.
But many retailers tell us it is difficult to build the right organization to deliver on their omnichannel strategy. It’s easy to make mistakes that have disastrous consequences.