Omni-Channel

Definition

A multi-channel integration of in-store (brick and mortar) shopping with information offered by back-end, web-enabled systems. The configuration allows for consumers to shop in-store or to view items via the retailer’s website(s). When shopping online, consumers can select products from individual store and distribution centers’ inventories, giving the online consumer the options of having their orders shipped from a distribution center or a store, as well as allowing pre-purchase of items for in-store pickups. Customer information may also be retrieved by staff members at various locations, to enhance the overall client-experience.

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