One of the greatest challenges all retailers face is the rising expectations of customers. Not only do consumers expect to shop anytime and everywhere, they expect their experience to be “seamless”, with multiple options on how and where to take delivery.
Indie retailers face similar challenges with more of their customers cross shopping more ways and more places. Even though independents are more store and experience driven, options like click and collect and shipping the last mile still play crucial roles. At Fat Brain Toys in Omaha, the physical store experience is essential in differentiating the unique value of their product offering, but their web site and delivery are differentiated services, and reach an extended customer base.
