Today's shopper is used to shopping across multiple channels, often at the same time, according to research director for IDC Retail Insights, Leslie Hand. Whether browsing an e-commerce site, visiting a physical store, scanning a QR code with a mobile device, or ordering from a printed catalog, people want seamless shopping with a consistent look and feel. From initial contact through purchase, fulfillment, and use, the customer experience must be consistent and coherent. This is called an Omni-Channel shopping experience.
This Retail Business Review provides industry trends and case studies to illustrate how retailers can respond to this reality now.