Omnichannel retailers create a unified shopping experience across every single device and channel that a consumer uses to interact with their business. A truly integrated, omnichannel approach covers all the online and offline channels a consumer may use during their research and shopping journey—including brick-and-mortar stores, mobile shopping, marketplaces, ecommerce websites, social media, advertising, and more.

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Author Notes:

Researchscape International

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Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.