When click-and-collect breaks the funnel drawing
Omnichannel paths refuse to sit in one column. Here is a bridging panel we use so store and web teams share a page.
Pure store funnels and pure web funnels are tidy. Click-and-collect is not. The shopper starts on a phone, reserves in a dark store room, and finishes at a counter that also serves walk-ins.
The bridging panel
Instead of forcing one tower of stages, we draw a short bridge between the web board and the store board: reserve → pick-notification → collect → paid (if unpaid online) or collect-complete (if prepaid).
Each step gets its own measure, even if the measure is messy. “Notification opened” is better than pretending collect is the same as a normal till sale.
Who owns the bridge
Agree an owner before the review ends. If nobody owns notification timing, the bridge stays a decoration. The trading director should name a person, not a department.
Keep the posters separate
We still print separate store and web posters. The bridge is a third sheet, taped between them on the trading wall. Teams literally stand between the two worlds while they talk.