In many ways, this past Holiday season demonstrated that the long-awaited multichannel or omnichannel shopping experience is finally a retail reality. No longer can retailers look at their shopper and their businesses in terms of distinct ‘channels.’ Today’s retail reality is a convergence of physical and digital channels, and those retailers who deliver a seamless, branded experience throughout the shopping journey establish a competitive advantage.
Millennials and other new generations of shoppers drive the new retail reality, and they don’t live in terms of channels. To them, it’s all just … ‘shopping.’
The infographic below, from Options Mail Order, shows the shopping journey, and shoppers’ preferences and behaviors. It’s now up to retail professionals to make their provided experience easy, simple and seamless.
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