Hybrid
Multichannel retailing is often said to be dictated by systems and processes when in fact it is the customer that dictates the route they take to transact. Systems and processes within retail simply facilitate the customer journey to transact and be served. The pioneers of multichannel retail built their businesses from a customer centric perspective and served the customer via many channels long before the term 'multichannel' was used. Recent variations of the term include omni-channel.
