IKEA lets you sit on a couch in their store, pull out your phone, and buy it online right there. Omnichannel means connecting physical stores, websites, and social channels so customers can shop however they want. It's a competitive edge.
So for me, the keyword is omnichannel in a sense that having different sales channels with different fulfillment capabilities really strength the brand awareness and the brand consideration. If we take the example of IKEA, today is really fun. You go in an IKEA store, you see people sitting on the couch, oh yes, I really want this couch. Then they take their phones and they order online by being sitting within an IKEA store in the couch that they want to buy. So this for me is one of the best examples of omnichannel, also from a physical location and where people are. And having this double or triple or multiple dimension of Having accessibility to a product which can be online, can be physically, can be virtually in a, in a, in a virtual showroom, can be through the word of mouth of the neighborhood thanks to brand awareness, for example, Dyson. This is what gives a competitive advantage.
