ptimization of omnichannel is the new trend, especially at the start of the customer journey. Based on an industry study, almost 90% of retailers have an omnichannel strategy in place, but only 8% have mastered it.1 Omnichannel has seen some tremendous growth with companies like Home Depot driving half of their business through either Buy Online Pickup in Store (BOPIS) or Buy Online Ship to Store (BOSS) solutions.2 Retailers already accept the growth value of omnichannel through increased customer interest and convenience. This translates into real returns. Omnichannel customers show 13% greater in-store spending. A Harvard study shows that omnichannel customers make 23% more repeat shopping trips within 6 months of an omnichannel experience.3

To enable omnichannel, however, requires a value investment in software, people, and process. Optimization across solutions has become the new mantra for retailers offering omnichannel. According to a Senior VP at a major national retail firm in the US, "Optimizing omnichannel is critical, and labor is the linchpin. For instance, up to 1/3 of Reserve Online Pickup in Store orders are abandoned. For associates, it used to be pick lists, now it's devices in the store to make it fast and simple.