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This IDC Retail Insights Perspective discusses the advantages the 3rd platform provides for the small and midsize business (SMB retailer). The past year has crystallized the new retail paradigm across all market segments. Retailers of all sizes have made notable efforts to begin bringing "online inside" the store and melding customer touch points into a streamlined operating model. Technology provides new ways to engage customers through social media, offers emerging mobile commerce coupon and payment options, and presents back-end systems that enable real-time inventory visibility on the store floor. However, for the small and midsize retail business, making the move to omnichannel can be daunting.