Preparing for post-omnichannel marketing

As marketing channels converge and evolve, a post-omnichannel environment is emerging, one in which customers comparison-shop using their smartphones in-store, online and offline activities merge and consumer expectations and behaviors have begun to focus on what actions they can take in the context of where they are and what they’re doing when they receive an ad.
With all these changes comes a more complex environment in which delivering customer-centric experiences —especially as the number of devices and touchpoints used before making a purchase increases— is more challenging than ever.