This post was written by Estela Gil Berlinches - CMO at Zent.io. She's a full stack marketer and #onlinemarketinglover.

Choosing the right solution for your multichannel strategy  in retail is pretty hard. You have to carefully evaluate your active e-commerce platform, your enterprise resources platform (ERP) and your point of sale system (POS) to make the right decision. It's hard to find the perfect way to make them work together and support your multichannel business.

Many developers don’t build their software products with multichannel marketing in mind. Some of them don’t care, others don’t have the skill, but in the end - it’s the retailer, who carries the weight of this issue.