Shipping a £2 item for £5 isn't a very good way to make money. However, that doesn't stop many retailers from doing it. The problem often lies in the puzzle-like structure of modern retail, which involves lots of different pieces.

IT owns the systems, e-commerce owns the sites, store operations own the stores, and logistics owns transportation. But with all these siloed divisions and cost centres - who owns profitability when it comes to omnichannel? In the case of many organisations, no one.

As a result, retailers are starting to examine who within their organisation has responsibility for ensuring that omnichannel operations are adding to rather than taking away from the company's profits.

To further explore these challenges as well as some possible solutions, Will McCurdy, Content Editor, Retail Systems was joined by Steve Ross, Global Omnichannel Solution Principal, at Aptos.