AICEX SUMMARY: Omnichannel requires framing the customer experience in human customer terms, not in technology or messages.

The term omnichannel is becoming ubiquitous. However, it may be one of the most misunderstood terms in retail today. Omnichannel is often equated with retailers using multiple channels to sell to customers. While multiple channels are now a reality for selling, what is driving the disruption is the change in customer behavior. Consumers literally are shopping everywhere, anywhere all the time. This new behavior is often described as the “customer journey.” Today’s customer’s path to purchase is certainly not linear. But, what does this new trending phrase for retailers really mean? Is it a better way to go to market to reach customers? The potential pitfalls of trying to map the “journey” would indicate caution.

Why this is important: Marketers and retailers still struggling on how to reach omnichannel consumers, are turning to mapping the “customer journey.” The irony is that the solution may really be much simpler — become channel agnostic.

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