Retailers Still Trying to Solve the Omnichannel Challenge

Evolving Consumer Behavior
The growth of e-commerce and rising adoption of smartphones has led to a shift in the way consumers shop. For example, consumers are using multiple channels to research products before making purchase decisions.

We've seen an uptick in customers bringing their smartphones in-store ready to show the store associate the piece of furniture they're interested in, Lovesac's Brian Witherow said. Conversely, Lovesac is trying to bring the offline shopping experience online. One way the retailer is doing that is by offering live chat on its e-commerce site. Furthermore, to help it better market to transient customers, who may look at Lovesac's website before going in-store to see the product in-person, the retailer maintains one ERP and CRM system which provides a master data source to draw from.