Manufacturers and retailers should be aware that a considerable amount of growth will come from omni and that this is the time to evolve the medium and explore its increasing potential. There are, however, some considerations that may affect the opportunities ahead. These include:
Shopper experience
A limitless online basket may have its downfalls in quality and reliability of service. The challenge here is to create a safe environment for the consumer where omni technology can meet shopper expectations, while value for money and promo strategy is key.
The role of the omni shop
Consumers will continue to visit physical stores primarily because of experiential and social engagement. For example, 39% of Turkish online shoppers—who are “online shopaholics”—state that “they investigate products both online and in physical stores, and purchase online.” (2)
Thus, faster service, efficient deliveries, and shopper experience are essential attributes for etailers to stay ahead of the competition.
Fight for attention
It is true that online allows for better shopper targeting, personalized offers, and dynamic pricing. But we are already experiencing a fragmented marketplace with new etailers and brands appearing every day, which can pose the challenge of retaining loyalty.
