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Retailers need to meet customers where they are

CHICAGO — Consumers are using multiple touchpoints when they shop, including online browsing, mobile smartphones, in-store visits and, increasingly, voice-activated devices, driving the need for retailers to meet them at each of these touchpoints with a full, frictionless experience, according to Walker Sands’ The Future of Retail 2018 report, the results of which were discussed during a Wednesday session at IRCE.

About 1,600 consumers were asked about the top reasons they shop across multiple channels: 29% said they shop online to browse for items, 25% said they shop on mobile to browse, 42% said they shop in-store to purchase, and 10% said they shop via voice to conduct research.

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