Omni-Channel Retailing: The Brick, Click And Mobile Revolution

The profound changes the retail industry is currently undergoing is comparable to the rise of hypermarkets in the 1960s. Stores, the web and mobile devices have made selling possible anywhere, anytime, and on any device. This Omni-channel distribution model does not spell the end of brick and mortar stores. Quite the opposite. Stores are now more than ever at the forefront of the customer relationship, with the internet and mobile devices helping to increase store visits, the average basket size and brand loyalty.

Well-informed customers act as experts, using all channels with their anywhere, anytime, any device purchasing strategies. Far from being in competition with each other, the various retail channels complement each other, as long as the brand maintains consistency and an equivalent level of service in-store, online and on mobile devices.