You run the marketing for a small retailer with an existing e-commerce business. They're expanding to 20 shops within the next few months with the goal of growing total sales, both online and in-store. What approach should you take that would assist in achieving their goal?

The correct approach is Omnichannel + shop-centric. Omnichannel marketing integrates all customer touchpoints (online, in-store, mobile) to create a seamless and consistent brand experience, which is crucial for growing both online and in-store sales. A shop-centric approach further emphasizes driving traffic and sales to the new physical locations, aligning with the goal of expanding to 20 shops. "Shop-centric" alone is insufficient as it ignores the existing e-commerce business and the need for integrated customer journeys. "Online + omnichannel" is redundant since omnichannel inherently includes online. "Omnichannel" alone is good but doesn't specifically highlight the focus on the new physical shops, which is a key part of the expansion goal.