Omni-channel by any other name

Omni-channel by any other name

The term “omni-channel” has become so pervasive that it may soon be added to the list of phrases found in the corporate game, Buzzword Bingo. While there’s no disputing its importance, I find it odd that there are so many interpretations and arguments over the term. Some see omni-channel as digital engagement, while others think it has more to do with order picking, home delivery, and/or pick up. Still others argue that omni-channel is a misnomer because it’s not technically omni (all) ch

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