‘Omnichannel’ is the buzzword of the day in retail, usurping the awkward ‘phygital’ and elevating the aged ‘multichannel’. There are others too, but the meaning is always the same. Yet, such is the way companies throw these terms around without a proper understanding of their meaning, it is becoming a bit of a running joke within the industry. A catch-all term that does not really catch all – an omni-term, if you will.
For us at Lenskart, the way we have defined omnichannel means there is no standard map of the buying journey, which runs from awareness to consideration to trial to purchase. These can happen on and across different mediums. In our case, that means digital, re
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