The biggest inhibitors to omni-channel Retailing

In order to allow consumers to truly receive a common experience across all of the channels and also to have the ability to move between channels through their shopping journeys a significant investment is required.

The route to true omni-channel retailing is a long, arduous and expensive one. Over the past decades retailers have run their various channels as independent business units and as such each of them have adopted their own technological solutions to serve their own interests. As a result, the infrastructure holding the systems together is often not integrated in an eloquent way and making changes is complicated, timely and very expensive.

In order to allow consumers to truly receive a common experience across all of the channels and also to have the ability to move between channels through their shopping journeys a significant investment is required.

The biggest inhibitors to providing a true omni-channel experience are the delivery of a single payment gateway and a truly integrated supply chain. Payment and the provision of goods are the fundamental elements of retailing and yet these are the structures that have been severely diverged in the provision of individual channel business units within many retailers.

Many of the innovative solutions being brought to market to assist omni-channel retailing are adding more complexity to retailers systems by adding yet another layer of application that pulls together the data from disparate systems to emulate the omni-channel experience. This is a short term band aid and does nothing to address the fundament infrastructure design inadequacies for the omni-channel age. The retailers who invest quickly to address (and resolve) these fundamental issues at the core will win in the market in the short term and will also build in the capability to flex with continuing changing requirement in the future.

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