Is omnichannel enough?
The classic definition, of course, is approaching sales from multiple angles: in-store, desktop, mobile devices, etc.
But is it enough? After all, the omnichannel undertaking is usually one that involves a company branching out beyond what might be its traditional engagement with consumers. Consider the brick-and-mortar firm that looks to gain attention from online offerings, or Amazon’s own forays into bookstores and physical outlets.