Part 3 in Hitachi Consulting's Autumn 2019 Video Vignette series and in this edition Mark, Craig and I discuss what is becoming known as Harmonised Retail.  

The tag 'omnichannel' has been used and abused for around 15 years or so, as Retailers and indeed, Hospitality providers, grappled with the emergence of a Brave New World in which there were multiple routes to the customer ('channels') and the necessary evil was to create a cohesive, consistent way of serving them all equally, consistently and transparently.  Have we got there yet?  Well, some Retail experiences are very slick and do come close to these ideals - but many, many others do not...

The new Harmonised Retail tag cuts through the technical, operational and philosophical nuances with a very simple statement: there is only one channel - The Customer.

But arriving at this point takes great Data understanding.  And here is where the blending of physical, Bricks-and-Mortar high street retailing meets the online virtual world of today's eCommerce offerings.  Dubbed the O2O (Online to Offline) journey, it is critical that Retailers adopt a strategic approach to melding the myriad data sources with which 21st Retail is faced.  'Blending' insight seamlessly across all routes to the customer provides deeper, holistic awareness of ever-changing customer sentiment and with it, the opportunity to create a truly compelling Customer Experience (CX).

Satisfied customers have a habit of returning, buying more stuff and keeping the registers ringing.  Creating the environment to keep them coming back is latent in the Data...