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Architecting the Industrial Internet by Carla Romano, Robert Stackowiak, Shyam Nath

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Omnichannel initiatives

Omnichannel initiatives are usually associated with retailers. Omnichannel strategies generally refer to multiple touch points with buyers through multiple channels, including retail stores, outlet stores, and websites. However, many CPG companies and other manufacturers fear disintermediation from their ultimate customers, the consumers. Until the recent past, they have had limited information about the consumers as their products were sold through distributors. So, CPG companies and manufacturers are pursuing strategies that now sometimes include direct sales to the consumers and/or deployment of smart displays into retail stores.

The ability to track the proximity of a consumer to a specific aisle or product, coupled ...

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