Omnichannel has not failed. It is simply no longer sufficient. According to RetailDetail founder Jorg Snoeck, the retail sector too often appeases itself with minor optimizations, while the real shift is happening elsewhere.
Trend 1: GenAI replaces search
“Just a little more omnichannel fine-tuning. Just one more data layer. Just one more app update. Just one more loyalty program. Then we’ll be done, too many retailers think,” says Snoeck. “But they’re fooling themselves.” The fundamental change is not in the channels, but above them. Consumers want to compare less, decide less, and waste less time. Technology makes that possible, but it also shifts the decision-making power from humans to machines.
