Reviving the Retail Store Atmosphere

Further solidifying the need for omnichannel selling, the comScore survey found that the five most important things to consumers making purchases both in-store and online are the following:

• price consistency across shopping channels;
• the ability to ship out-of-stock items directly to their home;
• the option to track the status of an order;
• consistent product assortment across channels; and
• the ability to return online purchases to the store.

In-Store Experiences
E-commerce experts agree that a streamlined and intuitive user experience is incredibly important in online retailing. The same can be said for in-store experiences. Storefronts are no longer just a utility. Savvy brick-and-mortar retailers are turning them into attractive destinations for trying out products, interacting with knowledgeable salespeople and even congregating with friends. Apple paved the way with its sleek stores and friendly, casual staff. Capital One introduced its 360 Cafes to develop a community among its customer base. More retailers are following suit.