Omni-channel retailing seeks to seamlessly integrate all available shopping channels, from catalogs, TV, radio, and brick and mortar stores to contact centers, the internet, mobile, and social media. This integration supports customers as they move through the buying cycle, from discovery to trial, purchase, pick-up, and, in some cases, returns. The idea isn’t new of course. Omni-channel retailing got its start years ago, as consumers became comfortable with using smartphones and tablets to research and purchase products.

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