Time to integrate retail experience in the real and online worlds

Ian Thomas

This paper argues that, as online shopping grows, retailers need to rethink their store design and offering to customers.

Time to integrate retail experience in the real and online worlds

Ian Thomas

If you were to open a chain of stores tomorrow, would you design them in the way that most outlets are currently designed?

Years of experience and understanding of the conventions of retailing have gone into defining the optimal retail experience. Retailers are among the most savvy of marketers, having direct contact with the customer and a daily handle on what works and what does not. Yet, shopping behaviour is going through a revolution fuelled by e-commerce on the web and the recession, which are causing consumers...

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