Research results: Why omni-channel retailer must avoid sourcing goods centrally

Since 2015, I have been working alongside traditional retailers who have started to explore new digital ways of bringing their brands and shops forward.

Many of those retailer acknowledge that they need to explore new online opportunities to stay relevant for their customerbase.

“However, 9 out of 10 traditional retailer have a hard time getting their heads around the fact that they should not just bring their offline offer online”