September 14, 2015 – Organizations still think about omnichannel as an extension of their digital business–or as a sexier name for e-commerce–evidenced by the fact that 41 percent of executives in senior omnichannel roles come directly from an e-commerce background. By failing to adopt a holistic approach, retailers miss the opportunity for clicks/bricks interplay. This report examines the efforts of retailers to drive customers from site to store and back again. L2 attempts to determine the brands and best practices that are removing organizational and technological barriers to deliver a true omnichannel experience.