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Operator Reality
Omnichannel Is Not a Feature. It's an Execution Model.
True omnichannel is not about adding channels. It is about executing consistently across all of them.
2 min de lecture
Most vendors define omnichannel as a checklist.
This is misleading.
The vendor checklist:
POS
App
Website
Loyalty
Checkboxes don't create omnichannel.
The real problem
When each channel runs on a different system:
- ✕ Pricing diverges
- ✕ Promotions break
- ✕ Inventory becomes unreliable
- ✕ Brand execution fragments
Customers notice immediately.
Omnichannel is execution, not integration
True omnichannel requires:
- ✓ One execution layer
- ✓ Shared business rules
- ✓ Central control with local adaptation
Anything else is just synchronization.
Why POS is the center
The POS is where:
▶
Pricing is enforced
▶
Promotions are applied
▶
Availability is decided
▶
Customers interact live
If channels are not driven from the same execution layer,
brand consistency becomes impossible.
Key takeaway
Omnichannel is not about adding more channels. It is about executing as one business everywhere.