Opening Your Doors to Omnichannel

Today, retail's biggest buzzword is omnichannel: an approach to commerce that involves both online and brick-and-mortar channels to create a seamless customer experience

- Rebecca Deczynski

It's a simple concept that requires a robust supply chain, keen logistical planning, and smart customer research to make work. But countless brands say it's all worth the effort. "The customer doesn't care where you are. They just want to love the brand, and they're going to buy it wherever they are," says Andy Dunn, co-founder of the New York City-based men's clothing brand Bonobos.

While that sounds simple, implementing an omnichannel retail strategy-whether through brand-owned stores, retail partners, or both-can be messy. Here's our quick guide to getting started, informed by insights from top brands including Away, Harry's, and Reformation.

• DIVERSIFY YOUR CHANNELS