Why the Lines Between Online and Offline Retail are Blurring

Despite progress in “omnichannel” retailing, we currently shop in two separate universes, making conscious decisions on how and where we engage with retailers. We are close to a point when shopping will be an extension of life that doesn’t need us to adapt to it because it responds to us. Retailers must begin to see their physical stores as new kinds of assets, like local distribution hubs and, in some cases, as break-even “experiential” marketing channels.

Read the Full Article