Locations, not channels: the move away from omnichannel

There’s a risk with omnichannel strategy, when retail planning and design starts from the platform instead of the customer.

The risk: tumbleweed-strewn apps and inspiration-void websites.

Break the cycle by fostering location-thinking internally in your organisation.

In this ebook:

• Why omnichannel strategy can lead to fragmented customer experiences
• Benefits of location-thinking vs omnichannel
• How experience analytics can help fix data siloes across channels
• How to focus on Customer Story instead of platform