While many firms have historically utilized multiple distribution channels to reach different market segments, since 2010 there is been a significant increase in what has become known as omnichannel marketing. Omnichannel has significant appeal to customers as it provides them with several alternative combinations of the supply chain service outputs described above. In terms of spatial convenience, for example, customers have no limitations on where and when they can shop, as long as an Internet connection is available. In general, what challenges do you think a manufacturer of consumer goods faces in implementing an omnichannel approach?