Why omnichannel is the future of retail
If retailers want to survive, they have to embrace omnichannel strategies – plain and simple. Consumers want and expect omnichannel experiences, frequently switching between channels throughout the customer journey. (81% of consumers said they research items online before purchasing in person, as just one example of cross-channel behavior.)
Omnichannel customers also bring in more revenue for a business. One study found that for every additional channel a customer used, they spent more money in-store (e.g. if a customer used more than four channels, they spent 9% more at a physical location compared to single-channel shoppers).