It is hard to overlook the concept of omnichannel within the retail and service landscape nowadays. Current customers make purchase decisions using several channels at the same time. Ordering online but picking up in-store, searching for a better price online through mobile phones while in-store, switching from one channel to another in search of better value etc., are common practices among consumers. The longstanding line between online store and offline store is becoming blurred. Therefore, instead of managing websites, mobile apps and physical stores separately, companies need to rethink their multichannel marketing strategy by creating one holistic approach, an omnichannel approach. Indeed, the way managers act upon or implement this concept will differ, but having a clear understanding of what omnichannel really means will allow managers to interpret the ways it can be leveraged to create and capture better value.