Trends Report

Omnichannel Mastery: Optimize Fulfillment And Engagement

Continuous Improvement: The Omnichannel Commerce Playbook

February 18th, 2020
Brendan Witcher, VP, Principal Analyst
Brendan Witcher VP, Principal Analyst
With contributors:
Fiona Swerdlow , Nicole Murgia

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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