To make an omnichannel strategy successful and effective, every customer engagement must be perceived as meaningful. But in order to achieve meaningful customer engagement, retailers need to define a clear purpose for each of their omnichannel components. Using actual case studies and intelligence from industry leaders, retailers can define and refine their existing omnichannel capabilities in order to engage every consumer group at every consumer touchpoint.

Learn more by downloading the presentation “Omnichannel = Engagement” that Tom Cole, Kurt Salmon partner and retired CAO of Macy’s, delivered at the Texas A&M Retailing Summit on Oct. 2, 2014, in Dallas.