New technologies continue to disrupt the marketplace, making predictions about the future of omnichannel retailing precarious. Nevertheless, components of a retail value proposition provide a systematic approach to thinking about the impact of new technology and the nature of the strategies likely to be most effective.
1. How urgent the need for a full-blown interactive electronic sales channel is depends on the customer segments the retailer targets. For example, older customer segments are less likely to demand an electronic interface. Yet even among senior citizens, a growing number of customers want to buy online in some product categories.
