Build a single customer experience Retailers have beaten the "multi-channel, cross-channel, omni-channel" talk to death, says Allen Smith (inset), CIO at yoga- and fitness-clothing manufacturer and retailer Lululemon. "We use the term single guest experience," he says, admitting it's a bit easier for a 15-year-old firm that has always offered both online and in-store shopping.
Nonetheless, Lululemon has had to bring mobile into the mix, something it has done with an "Om Finder" app that Smith touts as brand consistent and supportive of the Lululemon community. The app uses location services to help customers find yoga classes, teachers, studios, and styles of yoga. It also offers "tips and tricks from local yogis."
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