The retail industry is no longer about brick-and-mortar versus online. Those days are forever gone. In its place is the new era of retail, the era of brick-and-mortar and online.
Retail omnichannel is now a reality, and it’s long overdue. It’s so overdue, many of my colleagues, like Shelley E. Kohan for instance, think the term is outdated and somewhat loaded. Multichannel is a term used by some in the industry. Of course, shoppers call it … shopping. And, soon, retailers better be referring to is as simply retailing.
Last Holiday season, shoppers really embraced cross-channel shopping despite many brands and stores not being fully ready for it. This year, retailers are better equipped and shoppers are leading a full-scale cross-channel charge, with mobile devices there increasingly every step of the way.
Seamless shopping is the competitive advantage of the very near future, and the infographic below from Signal gives insights into how shoppers are navigating their shopping journey this Holiday season.
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