Omnichannel is an exercise in coordination and improvisation, since a customer’s path might take many shapes. Convenience retail, for example, compresses the omnichannel challenge into a visit that can last four minutes. A guest pulls up to a pump, walks past a cooler, opens an app to redeem a reward, or never enters the store at all because a delivery marketplace stands between them. Every surface carries different identity, different ownership, and different economics. This roundtable digs into what can break when retailers try to sell those surfaces as one thing: where the data stops, which channels resist being owned, and what advertisers will pay for versus what they say they want. On the flip side, what’s the omnichannel bonus?