Posted on 08/20/2021 at 03:00 PM by Sadye Scott-Hainchek

The coronavirus pandemic made it clear that having an online option for retailers wasn’t actually an option anymore — it was a necessity.

But as the economic recovery continues, it’s also becoming clear to Kristine Kathryn Rusch that these online stores aren’t islands and that brick-and-mortar isn’t dead.

What savvy marketers are realizing is that the two will interplay — and are interplaying already at some businesses — in what’s being described as an omnichannel experience.

Rusch herself admits to feeling a bit overwhelmed by the thought, but encourages authors to do as she’s done — think of it from the consumer perspective and concentrate on making your customers’ experiences as seamless as possible … and to remember that there is and will be technology to help you do that.

Rusch’s dive into the omnichannel experience includes links for further resources and to examples of what this can look like.

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