‘Omnichannel’ and ’omnichannel loyalty programs’ have been buzzwords in the industry for years, but after the disruptive changes of the pandemic, simply having multiple marketing channels is no longer just an advantage, but instead it’s a must-have — especially for retailers. McKinsey underlines this trend in one of its researches, stating that more than one-third of Americans have made omnichannel features such as buying online for in-store....