A recent study shows that shoppers use an average of eight channels to communicate with companies.
Many retailers make their first impression far before a shopper steps foot in a physical store or visits the retailer’s web site. Shoppers are discovering products and services through digital touchpoints that are loosely connected with brands — a live-stream hosted by an influencer, a voice search through a smart speaker or a shoppable Instagram post. These channels exist at the emerging edges of traditional retail. But they’re quickly influencing consumers and their buying decisions.
Brands are spending billions to ensure that those digital interactions — wherever they happen — create a seamless experience, with stores serving as hubs for discovery and fulfillment. Walmart has also recognized how digital touchpoints are influencing the shopping journey, so it’s redesigning stores to perform double duty as online fulfillment hubs. The global giant remodeled 500 stores in 2019 at a reported cost of $11 billion. Some of the changes include vending machines that dispense online purchases, updates to grocery and hardware departments and enhancements to pharmacies to include private consultation rooms.
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