Multichannel commerce no longer makes sense.
Welcome to the era of agile commerce(PDF). As consumers are increasingly connected through a wide array of Internet-connected devices, the traditional multichannel commerce experience is becoming obsolete. Customers no longer interact with companies from a “channel” perspective; instead, they interact through touchpoints. These touchpoints include channels such as stores, branches, call centers, and websites, but also emerging interactions such as apps, social media, mobile sites, SMS messages, and interactive advertising — across a wide range of devices such as smartphones, tablets, Internet TVs, cars, and even appliances.