How Omni-Channel Impacts Your In-Store Merchandising

By Joe Holley, Frank Mayer and Associates, Inc.

Omni-channel seems omnipresent in most discussions about the future of retail. The term refers to connecting the store, the web and the mobile web into a seamless experience that embraces the reality of a varied path to purchase.

Retailers are delivering cross-channel experiences to shoppers as they work behind the IT curtain to connect infrastructure so that one day soon consumers don’t even think about where and how they’re interacting; they’re just getting the job done in a new Omni-channel world. Much of the behind-the-scenes work has to do with enabling compatibility and visibility across platforms, but in-store merchandising plays a role in connecting the online world with the offline world in a targeted way that is very much evident to the retail shopper.

In-store merchandising has long been able to bridge the online and retail worlds with shopping kiosks and more recently with tablet kiosks. Now with the integration of a mobile call to action, any type of in-store merchandising can move the shopper toward an Omni-channel experience.

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