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Why It’s Time to Refocus on Omnichannel

The Drum – By Geoffrey Parsons and Victor Vishnyakov

True omnichannel in retail has proved frustratingly difficult to achieve. But the seamless physical and digital customer journey remains a goal worth pursuing, and finally there’s a way of getting it right.

The pandemic pressed the accelerator on a long-term shift towards integrated physical and digital experiences. It also exposed the cracks in existing business models. Fragmentation of traditional retail is hardly new. Nor is omnichannel, a solution to the fragmentation problem which has long promised to deliver seamless experiences across stores and digital channels. But, true omnichannel in retail has proved frustratingly difficult to achieve.

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