tag:blogger.com,1999:blog-32202893.post3439743505919211911..comments2023-10-18T08:32:17.510-07:00Comments on Kevin Hillstrom: MineThatData: Urban OutfittersUnknownnoreply@blogger.comBlogger2125tag:blogger.com,1999:blog-32202893.post-63031245565105947172014-12-02T09:27:44.555-08:002014-12-02T09:27:44.555-08:00Best part of your response ... "it does not g...Best part of your response ... "it does not guarantee better than average results." <br /><br />You have "boots on the ground" experience, which sends you down a different and more reasonable path.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-64406568075284327332014-12-02T04:40:50.176-08:002014-12-02T04:40:50.176-08:00Kevin, as is typically the caes, you raise a numbe...Kevin, as is typically the caes, you raise a number of good points. Having said that I think your skepticism about omni-channel may be missing the point and contain some logic problems.<br /><br />With few exceptions, customers are demanding more seamless integration and see the channels as blended. So wholeheartedly embracing an omni-channel is a requirement to remain relevant. It does not guarantee better than average results. It's the notion of necessary, not sufficient. <br /><br />Brands that operate in multiple channels that fail to deliver the essential elements of an omni-channel experience will almost certainly fall behind. Having said that, the omni-channel future will not be evenly distributed (which is a future blog post of mine). As you've correctly observed, many brands will incur the cost of creating a more frictionless experience and merely shift sales between channels not resulting in an improved competitive position and potentially fewer profits. Brands must embrace omni-channel because the customers require it and competition is doing it. It doesn't take you off the hook in deploying it in a carefully thought out way and it certainly doesn't overcome fundamental problems in the brand not being relevant and remarkable.Anonymousnoreply@blogger.com