Omnichannel organizations develop in different ways. The starting point is already resulting in a certain difference. An organization with a history of over 100 years, has a different starting point than a start-up organization of four students in a student room. It is a much bigger challenge to transform that giant aged omnichannel retailer than to change that small upcoming business.
We have outlined five stages of an omnichannel organization, derived from participants of “Shopping2020”, an expert group for retailers to discuss interesting developments.