ABSTRACT
To offer a unified approach, omni-channel initiatives often are driven through digital transformation projects. It seems that there are very few retailers who have fully embraced omni-channel, but consumers start to drive brands through their desires and behaviors to invest in the technology and cultural change that are required. To truly deliver an omni-channel experience for customers, it is necessary to start with a strategic plan to build an aligned experience across multiple platforms that considers all internal and external stakeholders. Omni-channel retailing isn't just about selling across multiple channels, it's also about letting the customer do whatever they need to do throughout their entire shopping journey with any device or platform they're on. Before looking at potential omni-channel supply chain strategies and tactics, it is important to first understand the marketing strategies that create omni-channel demand.
