Retail reimagined
We’ve all heard about the great shift in shopping as consumers move online. The Covid pandemic, so the story goes, has accelerated the transition to e-commerce, with bricks losing out to clicks.
But that’s not the whole story. It’s true that our shopping patterns have been changing for some time. And it’s true that this change sped up during the pandemic. But rather than online-only, it’s the ‘omnichannel’ model that’s emerging in the dominant position.
The omnichannel experience
So what is omnichannel? Essentially, it combines online and offline sales for a fuller customer experience. Many of us are already familiar with its most common manifestation – click and collect. This is a hybrid model in which you
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