Points of View

Take a “People-First” Approach for Omnichannel Success

Sep 10, 2019 Melissa O'Brien

Consumers’ increasing expectation for seamless shopping, whether in store or online, is challenging retailers to transform their operational models to support a true omnichannel experience.  In order to stay competitive, retailers must work toward bridging experience across digital and physical touchpoints throughout the customer journey to help customers better connect with products and create loyalty to the brand. 


This POV examines how one sportswear manufacturer and retailer transformed its operations across people, process, and technology to result in record performance statistics, including stock price and market capitalization. Its approach contains some valuable lessons for retailers wanting to drive holistic transformation within their enterprises and with partners, and it shows that a people-first focus for creating engaging customer experiences can result in real business results. 


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