"Omnichannel: The Path to Value" discusses how retailers can successfully implement and maximize value from omnichannel strategies. It emphasizes that while offering an omnichannel experience is now essential for retail survival, it requires careful strategic alignment and focus on customer value rather than just technology. The article outlines common pitfalls in omnichannel efforts, such as unclear priorities and hasty investments, and highlights three main omnichannel strategies—commerce, personalization, and ecosystem.

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