There are folks (researchers, trade journalists, vendors, consultants) who tell you that you must be "omnichannel", or you are "dead".
Then we have Hennes and Mauritz. Visit their website for a moment ... go ahead, I'll wait ... click here.
And yet, somehow, miraculously, they still manage to sell an embarrassingly large amount of merchandise in-stores (250 stores in the US ... something like $8,000,000 sales per store per year, +/-).
How could this business open stores in the US and experience a modicum of success and not follow the multi-channel or omnichannel blueprint experts demand of us (no e-commerce, much less m-commerce).