Digital business leaders know that many customers today use a variety of digital and physical touchpoints as they move along the path to purchase. This complexity creates challenges for retailers as they implement new strategies and tactics to meet the ever-changing expectations of omnichannel customers. This playbook helps digital business leaders identify, plan, and launch omnichannel services while also acting as a guide for retailers on best practices, pitfalls, and the measures of success for omnichannel shopping. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.
