Adding digital channels requires major efforts, yet payoffs can disappoint. Integrating digital and traditional channels into a truly omnichannel offering is even harder–but multiplies the rewards.
Sourced through Scoop.it from: www.mckinsey.com
To become truly omnichannel companies need to break down internal barriers. Remember, Omnichannel is not the same thing as multichannel. Multichannel strategies often incentivize channels to not consider or assist other channels in the organization. Or worse, they directly compete. In these environments, “competition becomes even more brutal internally than with the outside world”.