This paper looks at the implications of not being aligned in key aspects when it comes to customers' hopes and the actual capabilities of suppliers within the retail and new kind of stores selling groceries online. With the explosion of digital platforms shaping how people interact and what they buy, integration models are faltering. This tends to happen when what people see doesn't sync up perfectly with what's really happening on the back end. Through case study analysis and using some kind of framework to assess things carefully, we've figured out hot spots where things just don't fit together right and this leads to problems down the line with actual process and operations. A conceptual model is proposed to classify failure scenarios and provide guidance on improving integration strategies in omnichannel environments.