In recent years, the term omnichannel has been an all-encompassing, and candidly, ill-defined term. It is often used vaguely to describe an integrated marketing strategy across all channels. Unfortunately, its wide adoption has not made the definition any clearer or more actionable. Marketers and retailers alike have become resistant to “omnichannel” as it’s used countless times a day without any real direction behind it (and hey we’re guilty of this too)!
The inevitable retirement of omnichannel is upon us. Enter: harmonized retail. This term also refers to an integrated marketing strategy but has a more focused approach and is experience centered. It’s time to surrender our devotion to omnichannel and take an approach that packs a greater punch.
Harmonized retail strives to create a consistent and seamless shopping experience for customers regardless of the platform they are shopping on – mobile, desktop, or in brick-and-mortar stores.