For the first time in retail history, customers want more than retailers are able to offer. Modern consumers want to to buy online, but pick up or return at the store. They want to browse product information on their laptop or smartphone, get coupons or discount codes, even make a purchase on their mobile phone while in a store. New consumers are naturally combining channels as they browse, research and buy.
With 90% of consumers researching products online before they buy and 25% of shoppers buying online after they’ve experienced and touched the items in-store, the path to purchase is no longer a straight line. Today’s technology savvy consumer demands flexibility from retailers as they drift from in-store to mobile, to online and back again.
