In Conversation With Chris Parsons: Founder of Retail Rewired: Part Two
Mon Dec 29 2025
In Part 2 of our conversation with Chris Parsons, author of Retail Rewired, we go further into the structural issues limiting omnichannel success. Parsons explains how treating online, email, and in-store channels as competing entities—with their own KPIs and P&Ls—creates false failures. “We think it’s not working,” he says, “but the customer is just behaving like a human.” Today’s shoppers weave seamlessly between screens, inboxes, and physical spaces. Instead of chasing them down separate paths, Parsons says brands need to harmonize their ecosystems.
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In Part 2 of our conversation with Chris Parsons, author of Retail Rewired, we go further into the structural issues limiting omnichannel success. Parsons explains how treating online, email, and in-store channels as competing entities—with their own KPIs and P&Ls—creates false failures. “We think it’s not working,” he says, “but the customer is just behaving like a human.” Today’s shoppers weave seamlessly between screens, inboxes, and physical spaces. Instead of chasing them down separate paths, Parsons says brands need to harmonize their ecosystems.