The omnichannel approach to customer contact has become a byword in customer service, but retailers need to do more to make it happen, based on a recent study. Researchers tested 57 metrics across desktop, mobile and in-store buying touchpoints to evaluate the end-to-end omnichannel experience at 30 popular and growing retailers. They focused on four major categories: fulfillment and inventory; personalization; pricing consistency; and in-store signage. Here's the problem: E-commerce absolutely is killing brick-and-mortar stores.