Blurred Lines: Overcome Frequent Omnichannel Blunders


Customers want digital and physical options from retailers -- but many retailers can't deliver.

Retailers have heard about omnichannel as a strategy of the future for years now. But is that even the right phrase to describe the process of merging your digital and physical retail strategies? Whatever you want to call it, it’s clear that many retailers don’t have the right approach to provide customers with a seamless customer experience.

In this webinar, retail strategist Carl Boutet explains why many companies struggle with “omnichannel” retail, as well as how some companies have committed too many resources to their digital teams and underserved physical locations. Boutet also offers advice for retailers to thrive in the 2020s with a unified digital and physical retail strategy.

Tune in to learn about:

  • Is “omnichannel” retail dead?
  • Real-world examples of successful omnichannel strategies
  • Why many omnichannel initiatives fail
  • Tips to properly implement omnichannel


Carl Boutet

Carl Boutet

Retail StrategistStudioRx

Carl is a Montreal-based retail strategist and board advisor with over 25 years of hands-on operational, marketing, merchandising and retail executive experience. He has worked across a full array of retailer environments, including Costco and hundreds of independent retailers across Canada. As founder of StudioRx, he guides senior retailer leaders to better leverage technology, analytics and design.

Hamish Sherlock

Hamish Sherlock

Director of Solution ConsultingApplause

As the Director of Solution Consulting at Applause, Hamish and his team work hand-in-hand with clients to understand their needs and align their requirements to the appropriate Applause solutions. Prior to Applause, Hamish worked in technical roles at Micro Focus, Compuware and Segue Software.


Applause is the worldwide leader in crowdsourced digital quality testing. With testers available on-demand around the globe, Applause provides brands with a full suite of testing and feedback capabilities. This approach drastically improves testing coverage, eliminates the limitations of offshoring and traditional QA labs, and speeds up time-to-market.