Currently, in the majority of high street retailers, the physical, “in-store” customer experience and virtual, “online” customer experience are separate and distinct. In this follow up to our earlier paper, How the Internet is Transforming the Physical Retail Experience, we focus on how retailers can converge technology and the physical environment to create a better customer experience than either channel can achieve alone.
We explore three fundamental principles for this convergence:
- Allow your customers to move seamlessly between physical & virtual channels
- Anything that customers can do online, they need to be able to do in-store
- The in-store digital experience must surpass the online experience