Today it’s about customer centricity. To be customer centric, successful retailers must put themselves in their customers’ shoes and see how she views the brand, giving her the seamless experience she expects. Throughout the journey and at all touch points, she should see one cohesive brand, not independent silos of the company. To do so, retailers must coordinate operations, integrate systems and share data throughout their retail universe. Is the idea of customer centricity misunderstood? Perhaps, but retail is changing and it is those brands that provide experiences that envelop a customer in an experience she can’t get elsewhere that will succeed. So, coining a new term to replace omnichannel or any other buzzword shouldn’t be a priority, but evolving our views on what defines retail success should be.

Read more about finding true customer centricity here.