Digitally-connected consumers are increasingly able to shop where and when they choose. This means marketers can increase top-line sales by enabling seamless shopping experiences. The fragmentation of the purchase process and convergence of channels and touchpoints means that mapping out customer journeys is more important than ever. While on and offline channels have different strengths, shoppers expect the brand experience to be integrated and dovetailed whatever the channel. “Phygital” experiences can help narrow the gap between the two. As digital commerce booms, brands and retailers may need to rethink the role of physical stores and other analogue touchpoints.
Definition
Omnichannel...