No channel can work as a silo. Customer journeys can begin anywhere and end anywhere. Online journeys can help offline sales and offline experiences can improve online revenues. It could start with a search on the mobile; then move to the telephone
for an enquiry. Product trials can begin at a brick and mortar store and end with payment checkout on a desktop. Therefore, the readiness to meet the customer demand across all channels is critical. This is the core of omnichannel management.