From social dialogue to digital/analog
blends, technology and the retail
store continue to reinvent the
innovation equation By Sheena Patel
etail journeys are becoming more complex and
varied. Today’s customer uses an average of three
different channels during the shopping process, from initial researching through to ﬁnal transaction.
Whether it’s online, mobile, social media, print catalogs
or the physical store, to the customer these are all different touchpoints on the route to purchase, each suited to a
different purpose. As customers, we are developing new
behaviors around the shopping experience, and this is
changing our expectations of the physical store.
Let’s take a look at how technology can be employed to
meet these needs by closing the loop between online and
ofﬂine retail channels.
Table of Contents for the Digital Edition of DDi - April/May 2013