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...Underpinning all the discussions are two consistent themes—a) lack of clarity about what omni-channel really means, and b) a strong belief that it is the right thing to do for everyone. The term omni-channel is increasingly getting used almost interchangeably with digital, indicating that a digital play necessarily means an omni-channel play. We suggest retailers take a deep breath. Omni-channel, while a priority on the horizon, is not imperative for everyone. The case for omni-channel is built on the underlying premise that most, if not all, consumers like to have multiple touchpoints —both online and offline—in their purchase journeys. To understand the current reality, we studied the pathways followed by a sample of active internet users in urban India for over a month. ...Live Mint on Aug. 30, 2017, 11:47 p.m.