“Brands should be channel agnostic, meaning it does not matter if they start with online or offline, what matters is that all channels are synced to give customers the convenience they are looking for? Web plays a major part in the customer journey or ROPO (research online, purchase offline).
The reputable multi-channel stores established their online channels as early as the late 90s, went on to establish ‘click and collect’, removed silos across the entire organization and established a channel agnostic incentive program so offline retail staff do not consider online as a threat to them.
Good-Luck (Team Expertek US)
https://www.expertek.net