Get ahead in omnichannel retail by breaking down marketing barriers

This article argues that marketers should not view e-commerce and brick-and-mortar as distinct and separate - using the example of US fashion retailer Kenneth Cole, it shows that consumers expect a seamless experience.

Get ahead in omnichannel retail by breaking down marketing barriers

Tamara BelopopskyKing&Partners

Retail should not be approached as brick-and-mortar vs. e-commerce - today's consumer doesn't distinguish between brand channels, and expects a seamless brand experience. To this end, King & Partners and Kenneth Cole partnered to create a new digital flagship and rethink a concept store experience.

Marketing Retail

This article is part of a collection of articles on marketing retail. Read more.

Companies that previously did most of their business as wholesale are now trying to take control of their brand through owned channels, but...

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