Omnichannel: It’s time for the online tail to wag the retail dog

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The document emphasizes the need for retailers to adopt an "online-first" omnichannel strategy to remain competitive in today's market. Traditional category killers, such as Best Buy and Nike, have successfully transformed by integrating online and offline operations. A true omnichannel approach, where online activities directly drive offline sales, can significantly boost performance. The document highlights that retailers must invest in technology, rethink their go-to-market strategies, and leverage their physical stores to enhance customer experience and profitability.

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