Retailers are shelling out huge amounts of money to keep today's omnichannel customer happy. They're spending an average of 18 cents out of every dollar to meet customer expectations of ''buy anywhere, pick up anywhere.'' That's according to a new study from EKN Research in partnership with Aptos, Inc., which set out to determine to true costs associated with the modern-day order-management lifecycle. On this episode, we're joined by Dave Bruno, director of marketing with Aptos, and Sahir Anand, vice president of research and principal analyst with EKN. They explain the findings of the study, which can be found in a new e-book, Threat or Opportunity: Seven Steps to Overcoming the Shockingly High Costs of the Order Management Lifecycle. They explain how retailers are racking up costs as they struggle to balance store fulfillment with online orders, and home delivery with in-store pickup. The complications of the omnichannel aren't going away, they say. And it's about more than just free shipping. Will they be able to stay in the game against Amazon.com, Inc.?

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