The term omni-channel is on everyone’s lips today — across all sectors — yet no brand in South Africa has managed to execute on a true omni-channel strategy. Look to the international market, however, and you’ll find many examples of companies that have gained a real competitive edge from omni-channel approaches, including the likes of John Lewis, Tesco, Marriott International and Starbucks.
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Starbucks stands out in the competitive coffee shop landscape partly because of how it’s able to deliver a great customer experience across a range of platforms and channels.
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