Omnichannel has been the buzzword in retail for some time, but not every brand or retailer has yet to master exactly what this approach requires, as Terry Hunter, UK Managing Director at global ecommerce provider Astound Commerce, explains
The retail game has changed. Today’s players are faced with increasingly complex multi-channel commerce requirements, which are being fuelled by heightened expectations from consumers for more flexibility and control over their shopping habits.
The finger has long been pointed at the Internet for driving this change, impacting the high street and creating a downwards spiral for the sales funnels of traditional bricks-and-mortar stores that’s proving difficult to escape. The reality for tech-savvy players, however,
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