Expanding e-commerce activity to reach consumers via myriad channels doesn’t necessarily lead to greater profitability, based on Transwestern’s analysis of some of the largest omnichannel retailers.
Still, in a world where consumers expect choices, exploring the benefits of omnichannel commerce is important.
But how that strategy plays out can vary greatly by industry. For example, the seasonal nature of holiday spending means a dramatic increase in online shopping, but for most retailers, this volume is not sustained year-round.