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PSFK Report

Strategic Omnichannel Journey Design

In today’s retail environment, shoppers are increasingly using multiple channels to complete a single purchase. They think and act with a hybrid mindset, seamlessly moving between online to offline and back again to complete their shopping task. Their journey to a sale might start in a social media feed and wind up with a product being rung up at checkout or it could just as easily begin inside a store while browsing the aisles and end with a package being dropped off on their front doorstep. 

With so many more options available for how, when and where consumers can discover, research, browse and buy, retailers and brands now have to meet them in all places at all times with the appropriate offer to drive them to the right next step. This requires a holistic channel strategy that thinks in connections rather than siloes to share operational resources like data, inventory and staff, with a singular focus on delivering an amazing customer experience.

Within this report, PSFK describes 10 key trends along five stages of the omnichannel purchase journey with a focus on how digital connects to a bricks & mortar visit and the evolving role of the store in delivering a personalized and adaptive service, experience and transactions. Technology and intelligent use of data underpin each of these stages with case studies from leading retailers, brands and solution providers to bring them to life. These findings are substantiated with marketplace research and expert insights and framed by PSFK analysis to highlight opportunities.

Published June, 2021