In addition, pure brick and mortar stores more and more get under pressure due to the fast growing e-commerce throughout Europe. Thereby, the Polish e-commerce is expanding most – in 2012 online sales increased by almost 30%, according to the Center of Retail Research.
Buying in the internet and picking up in the store around the corner, finding online articles at store terminals and having them delivered to the doorstep, using the online shop as a showroom in order to guide customers into brick and mortars (ROPO strategy). Customers don’t care about the particular channel – for them, omni channel commerce simply means a fulfilling shopping experience. They only recognize it if it doesn’t work.
A brick-and-mortar store, a traditional website, a mobile optimised site, a tablet optimised version, a Facebook page, etc. – in our digital world the customer has access to an increasing number of touchpoints. Omni-channel marketing is the magic word and the next generation of multi-channel marketing.