Omnichannel Retail: Structure for Success

Consumers often go shopping to do more than just buy things; they go to be in an environment that they love, to physically see and touch products they're interested in, and to have fun. Therefore, while online shopping and showrooming are very real threats to brick-and-mortar sales, the brand experience shoppers get when they're in a physical store has its own unique strengths that retailers have to take advantage of in order to make the total shopping experience better.