One of the biggest problems with this term is that many vendors and retailers define it differently. Many vendors promote the value of what is essentially only a multichannel marketing solution. Of course, when presented with a myriad of offerings all purporting to offer omni-channel services, it can become confusing. The truth is that in many cases these solutions are offering you just a portion of the true functionality required to give your customers a true omni-channel customer experience.
A true omni-channel offering is about integrating the entire customer shopping experience. Whether customers are engaging with you from their desktops, on their smartphones, or in-store, their experience should be seamless. They should be able to shop the way they want, when they want.