We’ve meticulously explored the distinct stages of the customer journey. But lurking beneath each phase, creating friction and undermining trust, is a common culprit: the fragmented omnichannel experience. In theory, “omnichannel” promises a unified, smooth interaction regardless of how a customer chooses to engage. In reality, inconsistencies and clunky transitions often turn this promise into a major pain point. For traditional fashion retailers, truly mastering omnichannel isn’t just an advantage—it’s essential for survival and growth.