Vision Report

Firms Must Transform In Six Ways To Reach Omnichannel Maturity

Use Forrester’s Digital Engine For Seamless, Frictionless, And Channel-Less Commerce

November 1st, 2024
Brendan Witcher, VP, Principal Analyst
Brendan Witcher VP, Principal Analyst
With contributors:
Brandon Purcell , Peter Wannemacher , Emily Pfeiffer , Dan Bieler , Zhi-Ying Barry , AJ Joplin , William Dahlgren , Ian Jacobs , Georgiana Swan , Shayna Neuburg

Summary

The effort to create seamless, consistent, and connected customer experiences across digital selling channels — whether you call it omnichannel, cross-channel, or unified commerce — is not a new concept. But digital business and strategy (DB&S) pros still grapple with how to transform from a multichannel state across six categories: view of the customer, engagement, fulfillment, products/services, pricing, and promotions. This report helps DB&S pros put together a strategic vision and four-pillar plan to win, serve, and retain today’s channel-agnostic consumers.

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