Consumers want online to be more like stores … and vice versa!
By Chris H. Petersen
In perusing the headlines on CX (Customer Experience), there are a lot of articles on how retailers can optimize their ecommerce website. On the alternative side, there are many headlines on how retailers must invest in bricks and mortar stores to differentiate the consumer experience in ways that Amazon can't. What most seem to be missing is the crucial fact that omnichannel customers increasingly shop both online and in store. What consumers really want is a consistent experience with a retailer across channels, personalized on their terms. The future success is not about online versus stores, but finding better ways to integrate experience that creates enduring customer relationships across channels.
Why this is important: Retailers are still stuck in parallel ruts of optimizing separate businesses of online and stores. The reality is that what you and I really care about is the best way to find and purchase what we need, where we are, on a given day.