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RichRelevance CMO Diane Kegley discusses the steps each retailer must take before achieving an omnichannel organization. The first is taking a holistic view of the organization: in-store, digital, marketing, IT, analytics, and finance teams must all be come together to deliver. And for most organizations, they are siloed. The next big step is building an infrastructure that utilizes data across all platforms – marketing and social applications, CRM, POS, third-party applications – to create an omnichannel experience that is personalized.

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