Omnichannel Retail Explained in 60 Seconds | Fashion Theory, Caveman Version

Описание: You see a jacket on Instagram, try it in the store, and buy it later on your phone. Does the brand remember you?

Ugg sees a spear painted on the cave wall, hears about it at the fire, holds it at the trader's cave, and gets smoke signals after he buys it. He does not care about channels. He cares that every cave tells the same story.

Verhoef, Kannan and Inman call this omnichannel: every channel managed together as one journey, so the customer can move between them freely.

Key points:

• The customer moves between channels freely
• Every channel tells the same story
• Price, story and size follow the customer

Many channels is not omnichannel. Connected channels is.

Reference: Verhoef, P.C., Kannan, P.K. and Inman, J.J. (2015) 'From Multi-Channel Retailing to Omni-Channel Retailing', Journal of Retailing, 91(2), pp. 174–181.

Fashion Theory, Caveman Version is a series of one-minute explainers on the ideas shaping fashion, made by Morchen Liu, fashion technology educator.

Tags: omnichannel, omnichannel retail, fashion retail, customer journey, retail marketing, fashion marketing, ecommerce, fashion business, fashion theory, fashion education