They have at their fingertip the access to a wide variety of stores, products, options and prices anywhere they are, wherever at home, at a store or on the go. New technologies such as cloud computing and mobility are propelling the e-commerce even further. This means that the customer's journey is less predictable than ever. They can start a service or product search online and visit the physical store as well as the opposite, increasing the level of complexity for retailers by creating new concepts such as webrooming and showrooming. Also, customers expect to interact with the brands the way they want, leveraging all channels available and expecting retailers to have a unified view of them. Welcome to the omnichannel world, more than a buzz word, a trend that is reshaping the world of retail.
All the above in a world of high competition, where entry barriers has fallen and global brands and start-up competes for the attention and share of wallet of the same customers. Welcome to a new world of disruption, welcome to an era of Digital Transformation that impacts every single business… retail is no different.