If shopping this holiday season has taught me one thing, it’s this: Omnichannel is still a complete mess.
Let’s not even get into the headaches I continue to encounter where retail stores and their online counterparts run completely separate and non-interchangeable promotions. (Yes, I’m looking at you Banana Republic.)
I’m talking the parts where multichannel retailers are actually promoting their supposed ability to make online and offline work together in a flawless symbiotic relationship: In-Store Pickup (aka buy online, pick up in-store).
Over the past few weeks I’ve utilized in-store pickup three times, and every one of those times was pretty much a disaster. Yes, I should have learned by now … but I try to be hopeful.
One of those experiences was at a Best Buy store. The other two were at Target … but the issues have been similar at most places I’ve shopped.