Summary
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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