Omnichannel is in the early stages of opportunity, says Diane Kegley of RichRelevance. She discusses the three fundamentals of omnichannel:
1) Convenience: offering the option to pick up items when and how they want
2) Transparency: Visible inventory
3) Personalization: creating relevance across each of the channels.
Kegley also talks about some of the best-in-class examples that have executed these fundamentals: Carrefour, L’Oréal and Walgreens. But what about CPG (Consumer Packaged Goods) brands that have no retail or robust direct-to-consumer e-commerce? Kegley explains how they can get their foot in the door with content.