Online, in store or something in between

Competition between ecommerce and physical stores hasn’t become the zero-sum game that many thought it would. Instead, consumers have evolved the way they shop. They combine the prolific product information available on the web with their trips to physical locations where they can hold products in their hands and have a live conversation with store staff. For retailers to compete, they need the strategy and the IT infrastructure to deliver a consistent, satisfying experience wherever their sales take place.

Physical stores have become just a single component of the ecosystem consumers use to research products, acquire goods, reach out for service and make returns. Shoppers increasingly expect the ability to pick up online orders at their nearest store, check product availability online and rely on their data to follow them seamlessly from one channel to the next. Meeting these expectations is no longer optional. Online purchases make up nearly 12 percent of all retail sales and grew nearly 15 percent year-over-year in the first quarter of 2020. Meanwhile, seven in 10 consumers look up product reviews on their phones while shopping in person.

Many historic brick and mortar retailers struggle against ecommerce competitors. Those who are thriving understand the importance of an omnichannel customer experience to set themselves apart. That success also requires the right IT infrastructure to manage increasingly complex systems spanning the entire supply chain.

Download the guide to keep reading.