Hummel's Digital Transformation Toward Omnichannel Retailing: Key Lessons Learned

With the growing use of mobile and social media, many organizations are realizing they need an online presence to reach out to digitally savvy customers. But delivering a seamless customer experience across various online and offline channels is challenging. The full article describes how Hummel, a European sports fashion company, overcame the challenges and successfully transitioned toward omnichannel retailing. (Omnichannel capabilities integrate online and offline channels in engaging and serving customers.) Based on this case, the article provides insights to guide organizations with similar ambitions and the implications for their CIOs.