A few questions for the omnichannel marketing community, a group that tells us that bricks 'n clicks and online and digital is far better than a single channel solution:
- Why would Amazon, with no retail, have a growing Kindle business, while B&N, with stores, be struggling?
- Why would B&N, with bricks 'n clicks and e-commerce and digital (Nook), be struggling, even after the top competitor (Borders) went out of business?
Barnes & Noble does what omnichannel experts love - bricks 'n clicks, e-commerce, and digital (Nook). Retail competition was vacated when Borders failed.
And yet, B&N is struggling to compete with Amazon, a single-channel competitor.
On Twitter, I received this comment:
- "It's not omnichannel's fault. B&N was a sinking ship. If anything, omnichannel is slowing down the sinking of the ship."
Why is it that when a business is doing well (say Macy's), we credit omnichannel for the success, but when a business is clearly failing in competition with a single-channel entity, we blame the victim?
Ok, time for your thoughts. If total sales equate to 100% of a business, what % is caused by omnichannel?