Way back in 2015, Target CEO Brian Cornell observed that “on Black Friday, 10% of our iPhone app revenue was from guests purchasing on their phone while they were simultaneously shopping one of our stores.”Ī successful customer/brand relationship doesn’t separate digital and physical channels. This trend has been in the works for a while. Most ( 73% according to Harvard Business Review) say they prefer to combine in-person and online experiences, while 57% say they’ve used a retailer’s mobile app while in one of its physical locations. In this post, we’ll show you how 8 leading brands adapted to create the right mix to drive customer delight. What has changed is how people think about their path to purchasing and which touchpoints do they go through on their shopping journey It seems the rumors of brick-and-mortar’s demise are somewhat exaggerated. Are we witnessing the extinction of the in-person shopper?īefore the pandemic forced a record number of store closings, we heard about the “ existential reckoning” in retail as shoppers shifted their habits from strolling aisles to virtual visits.īut despite the rise in digital, a recent study from Raydiant-an experience management platform-showed that roughly 50% of people still prefer to shop at a physical store.Īnd when Hermés reopened its Guangzhou location in April of 2020, shoppers flocked to spend a record $2.7 million in a single day-much of that on items they could have ordered online.
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