The Digital Channels Revolution
The digital revolution is profoundly transforming distribution strategies. With customers—both individuals and businesses—becoming more comfortable buying online and the use of smart phones exploding, traditional brick-and-mortar channel strategies are being modified or even replaced. Customers want the advantages of digital—vast product selection, abundant product information, helpful customer reviews and tips—and of physical stores—highly personalized service, detailed physical examination of products, an overall event and experience. They expect seamless channel integration so they can:11
- • Enjoy helpful customer support in a store, online, or on the phone
- • Check online for product availability at local stores before making a trip
- • Find out in-store whether a product that is unavailable can be purchased and shipped from another store to home
- • Order a product online and pick it up at a convenient retail location
- • Return a product purchased online to a nearby store of the retailer
- • Receive discounts and promotional offers based on total online and offline purchases
