Chains need to go beyond multichannel, omnichannel

October 25, 2013 by Adam Pressman, Deepika Pandey and Chain Drug Review A.T. Kearney, A.T. Kearney’s Integrated Customer Engagement research, Adam Pressman, Deepika Pandey, digital marketing, drug stores, e-commerce, Future Role of Stores research, mobile channels, multichannel, omnichannel, retailers, Walgreens Issue 10-28-2013, Opinion

Many retailers today are immersed in building multichannel capabilities. The multichannel wave has led to many good initiatives, making it easier for customers to interact with retailers across distinct channels, including fast-growing mobile channels. For example, A.T. Kearney’s Future Role of Stores research indicates that although 92% of retail sales still occur via traditional channels,