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Omnichannel Mastery: Optimize Fulfillment And Engagement

Continuous Improvement: The Omnichannel Commerce Playbook

February 18, 2020

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This is the Continuous Improvement report in The Omnichannel Commerce Playbook For 2021.

Why Read This Report

Omnichannel capabilities — i.e., the ability to offer the customer cross-channel experiences, visibility to inventory, and ordering options — have become standard offerings for leading retailers. Many started by offering the ability to order online for in-store pickup, and they now offer ship-from-store, ship-to-store, endless aisle, and "buy online, return to store" services. This report outlines the current state of these offerings, how retailers are overcoming execution challenges, and how to conduct and track continuous improvement. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Table of Contents

  • Omnichannel Is Maturing — And Your Program Must, Too
  • Customers Now Expect Omnichannel Fulfillment Options
  • Continually Improve, Tweak, And Refine Seven Omnichannel Categories
  • Recommendations

  • Optimizing Omnichannel Requires Strategic Adjustments
  • Supplemental Material
  • Related Research Documents

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