Gap Omnichannel Article

Here's one for you - give this a read (click here).

Everybody has a different take on what "omnichannel" really means. Too often, it's an "inventory / fulfillment" solution. We can turn physical stores into digital distribution centers. 

Or, we could figure out what makes for a magical retail shopping experience in an era where every piece of knowledge ever contained in the world is available in one's own hand, on demand.

The latter is the real issue.