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Industry Expert on the Ins and Outs of Omnichannel Retailing

Fashion’s next frontier may be a conscious, collective shift to omnichannel — and, if so, companies such as NewStore, an enterprise omnichannel retail solution firm, will be perfectly positioned when traditional retail sheds its skin. Led by retail and technology industry veteran Stephan Schambach, the firm’s founder and chief executive officer, NewStore’s omnichannel offerings include all the bells and whistles, such as customization, clienteling, mobile checkout and omni-order management, which enables consumers to buy from anywhere and ship from anywhere and incorporate fulfillment options such as buy online, pickup in-store (BOPIS). And its omnichannel platform also extends more modern retail amenities to its brands, such as endless aisle, or selling items that aren’t available in the store, and remote selling via chat, which are both “highly desirable,” according to NewStore; and its powers combined can increase sales per square foot by 20 to 30 percent, the firm said. But perhaps its greatest differentiator is its emphasis on mobile: Schambach said its brands can run their businesses entirely on iPhones, which may thrust retail into the future. Here, Schambach talks to WWD about the narrative behind NewStore, evolution of omnichannel, and what’s trending in retail. WWD: What was the genesis of NewStore?  Stephan Schambach: At my former

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