Retailing has already crossed the omnichannel tipping point
By Chris H. Petersen
Last week I had the opportunity to address the RVCF Annual Fall Conference. The best part about being a speaker at events is that you also have an opportunity to network with a great audience, who are actually "living retail reality" on a daily basis. The title of my RVCF presentation was the: "Future of Retail in an Omnichannel World." In the course of ensuing discussions with both retailers and vendors, it became abundantly clear that "omnichannel" is not an objective or "end state". Omnichannel has literally become an underlying foundation for the rapid evolution of future retailing. A primary driving force for the accelerating rate of change is the fact that omnichannel consumers keep "moving the goal posts".
Why this is important: The future "ain't what it used to be". To thrive will require more than channel strategy … it requires keeping pace with the rapidly evolving consumer patterns and expectations of where and how they will purchase.