Omnichannel Retail: an evolution path towards integrated use of physical and online channels


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Responds to...

  • Which macro-areas should retailers act upon to develop an omnichannel strategy?
  • What technologic innovations and organizational transformations must retailers implement to become omnichannel retailers?
  • What is the current omnichannel maturity level of Italian retailers?
  • What are the main drivers bringing retailers to proceed towards Omnichannel Retail?
  • What are the main barriers holding back retailers on the route towards Omnichannel Retail?


Omnichanelling, defined as the combined and integrated use of different channels (physical, online, and Mobile stores) supporting the business-consumer interaction process (pre-sales, purchase, and post-sales stages) is, as of today, the core of retailer’s attention. Potential opportunities ascribable to the adoption of an omnichannel approach are in fact manifold, especially when the retailer doesn’t promote only a technologic change but also an organizational and cultural one. However, adopting an omnichannel approach is not simple. The essential condition is a radical mentality change focused on placing the customer at the centre of the sales strategy, and of offering a truly integrated and therefore smooth purchasing experience across all channels.

The report describes possible ways of getting to Omnichannel Retail and explains how this model can be used to map the level of omnichannel maturity of Italian retailers. Possible evolution paths are divided in 7 different innovation macro-areas. Also highlighted are major change drivers and main barriers to the development of omnichannel projects.


  1. The reference model: the route to Omnichannel Retail
  2. The channels
  3. Front-end management
  4. Back-end management
  5. The logistic network
  6. Governance
  7. Digital strategy management
  8. Monitoring and inspecting
  9. Conclusions