The changing role of the store

Consumer adoption of digital commerce, a great opportunity for the store

In today’s new retail landscape, synergies between offline and online channels of a merchant are ubiquitous.

John Lewis customer multichannel behaviour and revenue snapshot. Source: The John Lewis Retail Report 2014.

John Lewis customer multichannel behaviour and revenue snapshot. Source: The John Lewis Retail Report 2014.

Click & Collect (pick-up in the shop of an order placed online) is now a must-have service for any brick & mortar’s e-commerce given its rapid adoption by shoppers and uplift effect on basket value. According to Forrester, a third of customers collecting orders in store make an additional impulse purchase.
Another evidence of the value of the store in digital commerce is Amazon’s recent announcement to launch its first physical outlet in New York City, a revolution for the global e-tailer.

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