Single-Channel Retailing
Once considered the standard model for retail, single-channel strategies are rapidly becoming obsolete. In the past, retailers could operate successfully through just one channel. However, as digital adoption accelerates and consumer behaviors evolve, the limitations of this model are becoming more apparent. Modern customers not only demand a variety of interaction touchpoints but also look for a seamless experience across them all. By definition, single-channel retailing fails to meet these expectations.
Multichannel (and Its Limitations)
As a natural evolution, businesses branched out into multichannel retailing. On the surface, it might appear that retailers are meeting the demands of today's consumers through this approach. However, appearances can be deceiving.
The Achilles' heel of multichannel retailing lies in the silo effect. When each channel operates independently, it can create inconsistencies in the customer experience, at best, and at worst, total operational chaos.
