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Future of Retail — Omnichannel


issue 03


other? Finding ways to match and exceed the seamlessness of online shopping. This includes merging the online and bricks-and- mortar worlds together so that customers get the convenience of online shopping with the personal touch of in-store. As these experiences become increasingly important to consumers, retailers will invest more in these initiatives.


3. CLEVER ADOPTION OF OMNICHANNEL WILL BECOME THE BENCHMARK In 2017, we can expect retailers worldwide to push their omnichannel strategies further to maximise sales and respond to the demand from consumers, who want to shop when they choose, through a channel of their choice, at a time that suits them. We’re already seeing this in some clever new ways, such as Domino’s new Facebook Messenger ordering option, and Starbucks’ mobile app that allows customers to order and pay before picking up in-store. Social selling also plays a part in this, with retailers increasingly taking advantage of apps like


Snapchat to give customers behind-the-scenes looks at their operations and to build loyal followings. In the coming year, these smart and unique omnichannel efforts will be the difference between the retailers who succeed and the ones who fail.


4. SHOPPERS WILL DEMAND SPEED OVER PRICE Free shipping has become commonplace, and now shoppers are looking for speed no matter the cost. A recent survey from delivery platform Stuart found that 72% of UK consumers would shop more if same-day delivery was an option, and two-thirds are willing to pay a premium to get it. And while same-day shipping may not be essential - yet - having purchases delivered within 2-3 days defi nitely is - and thankfully is a lot more achievable for many retailers. Customers want to be able to browse in a shop and then buy from home online, with the same instant gratifi cation of an in-store purchase. It’s up to retailers to merge these two shopping channels in 2017.


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