Prof Richard Wilding OBE talks to Dr John Lockton, Managing Director of LCP Consulting about the differences between multichannel and omnichannel. Many brands are already having multichannel interactions with customers, but an integrated approach – across offline and online – is the next destination on the map for many. As the internet and eCommerce has developed, businesses have realised that operating models need to be reviewed in order to maintain a consistent brand and offer an efficient and effective service level for the customer. Having a clear vision across all the functions and effective communications with employees is vital to embark on the journey of becoming truly omnichannel.
Agile Supply Chain Research Club
