People's shopping behavior has always been in a constant state of flux. Technological, societal, social and even health policy events influence how and where we buy things. In order to constantly coordinate and orchestrate the many sales channels, companies cannot avoid a sophisticated omnichannel strategy. The edge editorial team caught up with two absolute omnichannel experts, Frank Müller and Kristina Dolezych, and asked them questions about this important topic for (online) retail.