In May 2016 issue of Smash Magazine, Deena M. Amato-Mccoy extends the conversation Circular Commerce citing The O Alliance’s report Retail Transformation Underway Achieving Customer-Centric Commerce.
“Omnichannel takes a 180-degree customer-facing turn
The retail industry’s mission of late has been adopting an omnichannel model that provides customers with a single view of a brand. As customers grow increasingly comfortable with channel- and touchpoint-hopping, though, brands should focus on a single view of the shopper.”
“However, retailers who have jumped on the omnichannel bandwagon are beginning to realize that it has not only failed to deliver the results promised, but has created a novel set of challenges.”