By now, it should be readily apparent that a very large–and growing–percentage of customers bounce back and forth between digital and physical channels when shopping.
By now, it’s obvious that the exploding usage of mobile devices is blurring the distinction between e-commerce and bricks & mortar.
By now, we should understand that, in fact, it’s only retailers that talk about channels. You never hear customers speak in that way.
And yet, we obsess over same-same stores sales, rather than same-market or same-customer segment performance.
We close under-performing stores in a quest to boost profitability, only to discover that we’ve often made matters worse.
We organize our teams, metrics and incentives around sales channels instead of customers, and wonder why we struggle with consumer relevance and engagement.
As the channels evaporate in the minds of our customers, the only two questions for us are: do we accept this reality and are we ready to act accordingly?
Oh, and one more: just what the heck are we waiting for?