PSFK's Future of Retail report describes how brands and retailers can address all of a customer's needs on multiple channels

Consumers don’t see a brand or retailer by its channels; they choose their preferred channel in the moment and expect a seamless and highly-quality execution. By creating a blended retail strategy that marries multiple platforms, companies can centralize best practices to address all of a customer’s retail needs, from convenience to aspiration.

Businesses have traditionally siloed their retail strategies, distribution networks and even financial reporting by channels—store, e-commerce, DTC, wholesale and others. Blended retail unlocks logistical and data expertise from digital teams and relationship-building from brick-and-mortar departments.

PSFK's Future of Retail 2018 Survey found that retailers and brands expect brick-and-mortar share of revenue to decline by 10% by 2020 and revenue from mobile sales to rise by 14%. Meanwhile, retailers expect share of revenue from desktop sales to drop 7%, making it all the more necessary for e-commerce retailers to rethink their strategy.

Commenting on the rise of blended retail, Warby Parker CEO Dave Gilboa said, “Historically, the world’s been viewed as pretty black and white. You had e-commerce companies like Amazon, or had kind of pure brick-and-mortar retailers. You’re seeing a convergence. Most consumers don’t think of the world in channels. They think about their relationship with a particular brand or retailer.”

The Future of Retail 2018 outlines how companies can transform their stores into experience centers that extend their supply chain and digital commerce platforms, creating mutual value with a focus on shopper experience. Members can download the report today or all readers can immerse themselves in the findings at our retail sessions on Jan. 17, 2018.

Consumers don’t see a brand or retailer by its channels; they choose their preferred channel in the moment and expect a seamless and highly-quality execution. By creating a blended retail strategy that marries multiple platforms, companies can centralize best practices to address all of a customer’s retail needs, from convenience to aspiration.

Businesses have traditionally siloed their retail strategies, distribution networks and even financial reporting by channels—store, e-commerce, DTC, wholesale and others. Blended retail unlocks logistical and data expertise from digital teams and relationship-building from brick-and-mortar departments.