2017 will be the year of omni-channel, according to Anoop Kulshreshtha, director of e-commerce and Web development for The Vitamin Shoppe. The retailer is one of few organizations that have made the effort and investments necessary to become a true omni-channel retailer. In fact, many have rushed to deliver customer-facing capabilities without matching the effort on back-end systems.
Kulshreshtha explained how retailers can plan and execute an omni-channel strategy without the risk of losing shoppers in the demanding retail environment of 2017. Omni-channel today has three aspects: buy online pick-up in-store, buy online and return to store, and the endless aisle.
To build toward an omni-channel foundation for 2017, retailers must include several key components.