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Physical Stores Play Important Role As Component Of Omni-Channel Customer Experience

June 27, 2018: 12:00 AM EST

Ecommerce and advances in retail-related technologies are prompting retailers to transform their physical stores into a component of the omni-channel customer experience. Retailers are turning their physical stores into a fulfillment center for customers who demand the omni-channel experience. Also, stores are becoming a destination that supports the customer’s online experience with the brand. Although stores no longer need to carry huge inventories, retailers can use virtual technology to “display” huge collections of products. Digital technology has equipped customers with increased knowledge about products and services, prompting retailers to empower store associates with skills and capabilities beyond selling. [Image Credit: © Gerd Altmann @ Pixabay.com]

Singaravelu Ekambaram, "Chatbots Recoding the Customer Experience", The Economic Times , June 27, 2018, © ETRetail.com
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