In the early days of ecommerce it made sense to treat online retailing as something new and different, and for that reason many traditional retailers started their online venture in a separate group – and sometimes under a separate brand. But as consumers have adapted to ecommerce, they are starting to question why the experience they receive through one channels is different to that which they receive through another. After all, it’s all still the same brand, isn’t it?

In this feature for CMO I look at how some retailers are working to bring their channels together. Could it be that the current discussion around omni-channel retail is really just a transition to a more unified experience – one that might be better described as uni-channel?