Retailers must create a ‘hybrid’ experience to be successful online and offline
The current retail landscape gives customers more paths to purchase than ever before. It’s no longer a case of online or offline, to be successful retailers need to take a holistic view of their customer’s purchase journey.
Whilst the focus of the past five years has been on e-commerce and creating a valuable and immersive digital experience, customers are now demanding the same offering in-store.
In the video below Shopify’s Satish Kanwar uses the term ‘hybrid retail’ to describe today’s customer journey, which blends the type of experiences you’d expect online with the offline world; such as monitoring which point of the purchase journey each customer is at when they visit a website and applying the same experience when they visit a brick-and-mortar store.