Talking Omnichannel But Organised Multi Channel?
Peter Lavers
NOVEMBER 16, 2017
Remember when we used to talk about “channels and media”? Life was simple. Channel meant physical route to market e.g. retail, wholesale, intermediated, direct, etc. Media meant one- or two-way communications devices e.g. TV, radio, telephone, website, email, webchat, face-to-face, etc. These terms have effectively amalgamated since we started to become “multi channel”. eCommerce kicked this off on a massive scale, although the catalog and home shopping industry would say it’s been going for a l
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