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YS We have had multiple channels, multichannel,


cross-channel and omnichannel. But today none of these are of any great importance anymore because retailers should instead be focused on customer journeys.


By Natalie Bruins, head of marketing at K3 Retail I


t is no longer about thinking in terms of channels but about the journey that customers want to take. Retailers need to deliver the level of experience that customers now demand regardless of the channels that they choose to use and the complexity of the


journeys they want to undertake. In order to focus on the customer journey, retailers


need to go back to basics and move away from the complexity of recent years that has been brought about by channels filling their thoughts. There has certainly been some confusion about exactly what is meant by terms such as omnichannel. At its heart, retail is straightforward and still adheres


to the five key tenets: plan, buy, make, move and sell. Technology is merely the enabler for retailers to continue to work towards delivering on these fundamental aspects and in doing so they can give customers the experience they desire, whenever and wherever they want it. There is no doubt that the fog around omnichannel is


beginning to clear as a result of the ability for retailers to now consume the capabilities of technology in a variety


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