The much-circulated expression of marketers that “customer is king” sounds surprisingly banal in an omnichannel world. This is the true age of customers as they wield colossal influence than ever before. With technology becoming their alter ego, today consumers have stepped into the shoes of a mercurial dictator who doesn’t give a tinker’s damn about channel-specificity and enjoy shopping the way they like to. Consumers want their preferred stuff when, where, and how they want them. Retailers who dare to swerve from this customer-ordained track will shoot themselves in the foot.