August 5, 2014 - From the evolution of e-commerce to social media and mobility, the retail environment has seen a multitude of changes over the last decade. There are now many more variables to consider beyond bricks and mortar. This has led retailers to adopt a new ‘omni-channel’ philosophy that gives customers the ability to interact and transact with a store via any channel – in person, over the phone, or online. Omni-channel retail has enabled many large businesses to capitalize on new opportunities, but for mid-market and other businesses, these new variables introduce a level of complexity that creates many challenges. Below are four common difficulties that retailers face as they adapt to omni channel retail.