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Multi-channel is cold, impersonal businesses as usual. Omni-channel is business as friend. And business as friend is what consumers now want. The trick is that consumer products distributors need a unified system of record to make omni-channel work.

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Many companies are struggling with this multichannel (Omnichannel) sales environment. “Businesses are all struggling in some way with how to service multiple channels. How do I have inventory availability for Amazon, for Ebay, for Target, for Wal-Mart at the same time?”

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