Analyst Insight: Omnichannel commerce is the new "normal" for retail. And it's a tall order for most companies to achieve. You'll need an omnichannel road map that incorporates where you've come from and where you need to be based on your customers' expectations and your business strategy. – Joe Dunlap, Senior Director, Supply Chain Strategy, Fortna Inc.
What does it take to develop an omnichannel road map? Joe Dunlap, senior director of supply-chain services with Fortna, lays out the steps that companies need to take. And he explains why the omnichannel is not for everyone.