ABSTRACT
Chapter 11 focuses on developing an understanding of the challenges involved in creating a successful omni-channel strategy. The chapter identifies four pillars on which an omni-channel strategy is based, namely: harnessing customer knowledge; leveraging technology; managing channel relationships; and assessing channel performance. The concept of customer journeys—the path the customer takes from information search to purchase—is also discussed as it is central to the deployment of a successful omni-channel strategy. The importance of realigning incentives for individual channels to make them work for the good of the whole and the need to develop metrics that acknowledge the holistic and cross-channel nature of the omni-channel experience are stressed.
