Many firms are involved in omnichannel retailing. However, some do it a lot better than others.
For example, as Homa Zaryouni writes for L2 (a member-based business intelligence service that benchmarks the digital competence of brands):
“Coach is one of the best examples of omnichannel retail implementation. The brand made early investments in technology and integrated its E-commerce and in-store inventory. When consumers look at a wallet on the Coach Web site, they can see the availability of all colors and sizes in different stores and opt to purchase then or pick up within 48 hours. After the brick-and-mortar purchase is completed (regardless of whether it was reserved online), a sales associate e-mails the customer highlighting their latest experience and encouraging them to revisit the store and fill out a user review. The customer is then enrolled in all Coach marketing E-mails, forming a loop.”
Here is a video on omnichannel retailing, featuring L2 video Head of Research Maureen Mullen.