Omnichannel Retail Brings Together Online and Offline Shopping

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CIOs are merging online and offline retail to retain customers and reclaim the shopping experience. It's a strategy called 'omnichannel retail'--but it's a long and expensive journey.

The smell of the perfume, the drape of the fabric, the grain of the leather--these sensory experiences are about the only advantage that brick-and-mortar retailers have over online stores when trying to sell merchandise.

[Related: Retail CIOs Need to Step Up Their Game]

Unfortunately for traditional stores, today's shopper carries a smartphone that allows her to scan the price tag in the store and then buy the same thing online for less. The phenomenon, called "showrooming," causes store managers to harrumph about the "scan and scram" shopper.

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