The consumers' shopping experience has evolved through the years where they no longer only have the option of shopping in a physical store. Instead, they go through a journey across multiple channels such as the online store from the web and mobile, apps, in-store, social media and multiple marketplaces.
Omnichannel means integrating various sales channels to engage with customers. This enables online-to-office (O2O) activities for consumers who can now bridge the gap between the online and offline world. Consumers are increasingly becoming more demanding, where they want flexible delivery fulfilment options such as in-store pickup, direct delivery, cash-and-carry, and while going digital, they would also like to enjoy the experience and social interaction in-store.
However, it may be challenging for retailers to keep up if they are still operating conventionally.