A few decades ago the concept of making buying items more convenient lead to the growth of the 'convenience store.' 7-Eleven and its ilk popped up across the country. They were small stores with a limited selection of products. You could park directly at the front door, walk in and out with your purchase in about 2 minutes. Very convenient - and also pretty expensive.
As long as we're making up words to describe retail strategies, how about 'Brickline' that is the combination of 'brick and mortar' and 'online'. If we look around us, there is a natural migration to the combination of physical stores and online convenience. We've been calling it Omnichannel for a while, but I think it's time for a change in terminology that better describes what retail customers want.
"Amazon is the leader and gaining every day in outpacing traditional businesses because they sell online." At least that's the conventional thinking. And yes, Amazon sales are increasing. But according to L2's Omnichannel Retail 2014 report, brick and mortar retailers are outpacing both Apple and Amazon in terms of e-commerce growth.
Google is pursuing its "Google Shopping Express" service that promises delivery of your order the next day. The goal of quick delivery is one that's been tried before, and is being rolled out by such other retailers as Amazon. If you think that the power of next day delivery is an unnecessary and superfluous move, you should think again.
What's your definition of "Omni-Channel"? However you define the term it's a fair bet that your definition as a retailer or even as a supplier is very different from how consumers define it. That doesn't mean that consumers don't understand and want what they define. In fact, consumers seem to be more savvy about what they want from their retailers without regard to any kind of terminology. In short, consumers want to be able to do business with their retailers using whatever presences those retailers have. And by the way - their retailers should have many different presences if they intend to remain a favored status with their consumers.