Consumers want the best of both online and in-store shopping, combined
In a perfect shopping world, consumers would enjoy the convenience of browsing and researching products online while simultaneously having the ability to physically touch items and personally interact with product experts before making a buying decision. While gathering information has become a standard and critical part of the buying process, the demand for that data doesn’t stop at the digital level. Increasingly, consumers want and, indeed, expect the conveniences of online shopping—quick access to product information, easy checkouts and more—to exist in physical retail stores. To meet these expectations, retailers need to fundamentally shift their selling floor strategies, focusing less on transaction volume and more on engaging customers while providing a smooth, informative and convenient path to purchase.