Today if companies want customers to shop then they cannot limit them to just going to a store and trying out outfits or going online and ordering just by looking at what they like, they have to combine both physical and digital experience which is called Omni-channel experience. Today when the digital consumption is growing everyday it is important for retailers to provide consumers with the right experience and as fast as possible before it becomes outdated. Today marketers are faced with difficult choice of choosing a channel in which to market their product and by not choosing one they may lose on an untapped market. With growing use of smart phones, tablets and laptops people first see the product online then in stores and then again online to compare prices and get the best ...view middle of the document...
Marketers now and always will have to make these channels and apps user friendly and unique so that customers have a great experience. The most difficult part is the cost mostly for small businesses. The cost of marketing in all channels can be huge so to select a correct channel for correct marketing strategy becomes the key factor.
Service will be the main criteria which will differentiate a retailer who is doing well from the one who are doing great. Service in physical stores has to be perfect. The staff should be well informed, willing to sell and customer centric. The service in digital store should not be taken lightly it also should be customised according to customer needs. There are many digital services that are making their mark on the retail shopping and some will make a huge mark in next 10 years time. On-Demand coupon and order yourself are the services that are currently being used and liked by the customers. In On-Demand coupon service if you go to a super market your smart phone will be recognized by the beacon and will see your purchasing history and according to that it will send an email or text a discount coupon for your preferred item. In order yourself connected homes could estimate the usage time for certain product match then with your purchase history and will be able order it for you before you run out of it. 3D printing is a futuristic idea where if you like an item and it is in another country instead of producing it there and transporting it retail stores can download the code and print it themselves.
So I think the future of shopping really looks exciting but the retailers will have to adopt Omni-channel strategy to satisfy the customers. Some technology are already making their mark and some are going to but the most important factor that has to be kept in mind is the human factor whether in physical store or digital.