Omnichannel - "A multi-channel approach to sales that seeks to provide customers with a seamless shopping experience, whether they are shopping online from a desktop or mobile device, by telephone or in a brick and mortar store."
Ecommerce and the Amazon effect have affected the distribution landscape in such a way that it may no longer be beneficial to foster individual communication channels with your customers. Operating an omni-channel distribution system that incorporates all devices, communication channels and customer contact opportunities appears crucial to compete in this competitive retail environment. Distributors and warehouse managers must be flexible to meet customer demand wherever their customers access buying information (phone, computer, brick and mortar, etc...). With this integrated approach to customer relationship management, companies are seeing many benefits including faster and more accurate order fulfillment, easy returns and SKU re-integration, and an enhanced customer experience.