Darrell Rigby

It’s a snowy Saturday in Chicago, but Amy, age 28, needs resort wear for a Caribbean vacation. Five years ago, in 2011, she would have headed straight for the mall. Today she starts shopping from her couch by launching a videoconference with her personal concierge at Danella, the retailer where she bought two outfits the previous month. The concierge recommends several items, superimposing photos of them onto Amy’s avatar. Amy rejects a couple of items immediately, toggles to another browser tab to research customer reviews and prices, finds better deals on several items at another retailer, and orders them. She buys one item from Danella online and then drives to the Danella store near her for the in-stock items she wants to try on.

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Reprint: R1112C 
When the dot-com bubble burst 10 years ago, the ensuing collapse wiped out half of all online retailers. Today, e-commerce is well established and much digital retailing is now highly profitable. 
As it evolves, digital retailing is quickly morphing into something so different that it requires a new name: omnichannel retailing. The name reflects the fact that retailers will be able to interact with customers through countless channels&#8212;websites, physical stores, kiosks, direct mail and catalogs, call centers, social media, mobile devices, gaming consoles, televisions, networked appliances, home services, and more. 
If traditional retailers hope to survive, they must embrace omnichannel retailing and also transform the one big feature internet retailers lack&#8212;stores&#8212;from a liability into an asset. They must turn shopping into an entertaining, exciting, and emotionally engaging experience by skillfully blending the physical with the digital. They must also hire new kinds of talent, move away from outdated measures of success, and become adept at rapid test-and-learn methodologies. 
A successful omnichannel strategy should not only guarantee a retailer&#8217;s survival&#8212;no small matter in today&#8217;s environment&#8212;but also deliver a revolution in customers&#8217; expectations and experiences.

The Future of Shopping

Reprint: R1112C When the dot-com bubble burst 10 years ago, the ensuing collapse wiped out half of all online retailers. Today, e-commerce is well established and much digital retailing is now highly profitable. As it evolves, digital retailing is quickly morphing into something so different that it requires a new name: omnichannel retailing. The name reflects the fact that retailers will be able to interact with customers through countless channels—websites, physical stores, kiosks, direct mail and catalogs, call centers, social media, mobile devices, gaming consoles, televisions, networked appliances, home services, and more. If traditional retailers hope to survive, they must embrace omnichannel retailing and also transform the one big feature internet retailers lack—stores—from a liability into an asset. They must turn shopping into an entertaining, exciting, and emotionally engaging experience by skillfully blending the physical with the digital. They must also hire new kinds of talent, move away from outdated measures of success, and become adept at rapid test-and-learn methodologies. A successful omnichannel strategy should not only guarantee a retailer’s survival—no small matter in today’s environment—but also deliver a revolution in customers’ expectations and experiences.

The Future of Shopping

Resumo.

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