Calculate prices and promotions in omnichannel retailing

Today, customers choose the fastest and most convenient way to shop. Whether consumers order online, in-store, or through a combination of both—such as Click & Collect—no longer matters much. The result: brick-and-mortar retail and e-commerce are converging. What challenges does this pose for everyone involved in the sales process? And how is the final price determined despite discount and coupon promotions?