Omnichannel Retailing


The future of retailing is shaping out to be one that combines physical with digital. Customers want the advantages of physical like being able to try on or try out the products they are considering, ability to interact with knowledgeable store personnel, and the overall social aspect of being out in the store.

They also want the advantages of digital—such as the ability of looking at a much wider selection, price comparison and reviews of the products by like-minded shoppers. It is becoming clear that the retailers who do a good job of combining both worlds are going to be the winners. Although the absolute share of digital retail is still small (9%), research shows that the 50% of physical purchases are influenced by digital information customers obtained before or during purchase.

Advantages of Physical

  • Ability to test, try on, or experience products
  • Instant access to products
  • Faster and more convenient returns
  • Help with setup or ongoing maintenance
  • Help and input from knowledgeable associates
  • Carefully selected assortment
  • Shopping as a social event and an experience
  • Instant gratification

Advantages of Digital

  • Broad product information
  • Other customer reviews, tips and advice
  • Price comparison from various sites and special offers
  • Wide selection
  • Easy (usually) and fast checkout
  • Anytime, anywhere access

Technology for a successful implementation of OmniChannel is readily available. For more information, contact John Callaghan at jcallaghan@dmsretail.com

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1 Response to “Omnichannel Retailing”


  1. 1 theory test uk August 2, 2016 at 6:57 PM

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