Many retailers check the box on omni-channel once they have retail stores and an e-commerce site. But a true omni-channel strategy encompasses so much more than those two channels. By The Grayson Company’s estimation, there are at least 27 different channels of distribution applicable to consumer goods companies today. While not all of the 27 channels are appropriate for each company, leveraging more than two or three channels certainly can create significant advantages as customers continue to seek product however, whenever and wherever they want it.
When two companies go to battle for consumers’ dollars, who will win? The advantage is almost certainly with the one that makes itself available in more ways than its competitors.
