The line dividing e-commerce and physical retail no longer exists. Consumers do not think in terms of "channels" when they interact with a brand. They might discover a product on Instagram, browse the catalog on their laptop, walk into a physical store to try the item on, and then ultimately purchase it from their phone while standing in line for a coffee. This fluid, non-linear shopping behavior is known as omnichannel retail. It is no longer an optional strategy reserved for...