As consumers, we’ve learned how to adjust to and enjoy new shopping formats. Many of us have become experts at navigating an ecommerce site in seconds, and some of us may even pay for groceries via mobile apps on our smartphones.
We’ve grown accustomed to these various retail touch points, and as a result, we’ve started to notice omnichannel inconsistencies that might never have occurred to us before — raising our own expectations of our favorite brands and retailers.
For example, say you try on a white button-down in-store. You love the shirt, but want it in red.
