While retailers scramble to manage the impact of omnichannel on their operations, the way they communicate with customers, and the methods they use to promote their products and reward loyal
shoppers, many have neglected to consider what will likely be the most profound change of all: the overall impact of omnichannel data transparency.
Omnichannel is destined to transform every aspect of the retail industry, including the store—its design and layout, the inclusion of mobile point-of- sale and clienteling systems, the impact of
transparent inventory and what that means for fulfillment, a single view of the customer and its implications for loyalty programs, and even the physical location of stores. Retailers must stay ahead of the omnichannel curve if they expect to remain competitive in the race for customers in a commerce anywhere world, and that contest begins at the brick-and-mortar store.