Argue why omnichannel is regarded as a crucial retail strategy to adopt, regardless if you are a brick-and-mortar, brick-and-click, or a pure e-commerce retailer and the main challenges of a pure e-commerce retailer when to implement a successful omnichannel business model

You are to use and refer to the following references:

Kremez et al., (2021), E-commerce structures for retail and service franchises, Asia Pacific Journal of Marketing and Logistics, 33(6), pp.1292-1308.

Gerea and Herskovic, (2022), Transitioning from Multichannel to Omnichannel Customer Experience in Service-Based Companies: Challenges and Coping Strategies, Journal of Theoretical and Applied Electronic Commerce Research, 17, pp.394–413.