Executive Summary

Digital business leaders know that many customers use a variety of digital and physical touchpoints as they move along the path to purchase. This complexity creates challenges for retailers as they implement new strategies and tactics to meet the ever-changing expectations of omnichannel customers. This playbook helps digital business leaders identify, plan, and launch omnichannel services, and is a guide for retailers on best practices, pitfalls, and measures of success for omnichannel shopping.

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