Last month we delved into the future by discussing the relatively new marketing/sales platform called omnichannel. This is a multichannel approach to sales and marketing that seeks to provide the customer with a seamless shopping experience whether the customer is shopping online from a desktop, on a mobile device, by telephone or in a brick-and-mortar store. I stated omnichannel is something new and notable, even revolutionary. Omnichannel today is cross-channel being done well.

In doing research for this important topic I reached out to a number of different sources, including the Internet, phone calls/emails to DPH showroom owners, DPH vendors and two companies that specialize in helping brick-and-mortar retail businesses that offer decorative plumbing and hardware products, appliances, home electronics and furniture.