Almost all of the luxury brands that we work with are somewhere on the long and winding road between multichannel and omnichannel. For outsiders, this seems to be a small step but in reality, this is an extremely complex transition. In the luxury industry, multichannel often means that the brands have created an online channel (sometimes completely outsourced) that is often developed and managed completely separately from the offline channel (brick-and-mortar stores) with only limited integration. Both channels use their own order and warehouse management platforms, logistical systems, and sometimes even ERP and CRM systems.
Brick-and-mortar stores offered a luxurious shopping experience where customers could touch and feel the merchandise and provide immediate gratification. The online channel tried to attract customers with wide product selection, low prices, and additional content like product reviews and ratings.