Great article. Consumer research is certainly vital to both retailers and vendors, knowing what they want is critical to drive higher market share more profitably and omnichannel is definitely the key to success in selling to the customer, but using it effectively truly differentiates the winners and losers. I work for McGladrey and there's a whitepaper on our website that offers good information on the above topic that readers will find very helpful @ http://mcgladrey.com/content/mcgladrey/en_US/what-we-do/industries/consumer-products/the-one-constant-in-retail-is-change.html