Brands look for ways to merge offline and online worlds into a unified and innovative shopping experience
The store is increasingly tapping into e-commerce and online marketing techniques to serve digital-savvy consumers. The digital storefront is another evidence of the line-blurring. In addition to attracting traffic into the store, it can also allow consumers to browse and buy with the convenience they are used to online. This further empowers the customer, who can choose whether to enter the shop or not.
At present, only the most digitally advanced and integrated brands can deliver such level of shopping experience. For now, most retailers only turn to the digital storefront for differentiation and traffic acquisition purposes. Yet, as they shape-up and integrate their multichannel capabilities, the potential behind this new shopping interface is massive.