With the digital revolution, the concept of ‘online’ began. In the early days, e-commerce had a very separate identity from traditional bricks-and-mortar shopping – with online shopping considered fundamentally different from shopping in-store. But in a world where nearly everyone is online, there is no offline. The result? Retailers need to think less about individual channels and how they fit together, and more about the overall customer journey – a journey influenced by the digital world.
