Retail consumers' shift from in-person to digital shopping channels in 2020 and 2021 has perhaps been the most significant trend shaping retailers' strategies in recent months. But this shift was also driven by a trend that has been years in the making: the rise of the channel-agnostic retail customer.

According to a survey of retail customers from just a few years ago cited by Retail Dive, 29% of retail customers said they shop online to browse for items and 25% said they shop on mobile to browse. Meanwhile, 42% said they shop in-store to purchase and 10% said they shop via voice to conduct research.

Before 2020, retail customers were already using a range of channels to engage with retailers. A single buying journey can now span multiple channels and take place in several different properties, both digital and brick and mortar.

Here's a look at what retailers can do to meet these needs and prepare for the customer of tomorrow.

Generate a Holistic View of the Customer Journey

Meeting retail customers where they are beings with a holistic view of the customer journey. Customer experience can no longer be compartmentalized and separated by channels, payment methods, or behavior patterns.

Although some customers may favor online purchases over in-store purchases, or vice versa, they are increasingly choosing the fastest and most convenient avenue to make purchases at the given moment in time. Some customers may prefer to research information online before making a purchase in-store, whereas others may prefer to purchase items online and pick them up in-store while running other errands.

Furthermore, the customer journey doesn't end after an initial purchase. Every customer transaction represents an opportunity to generate data, which can later be used to personalize individual customers' experiences. For example, customers who exhibit specific purchasing patterns can be provided with exclusive offers that make their experiences more meaningful.

Any barriers between channels must also be removed. Customers must be provided with the same capabilities whether they are shopping online, shopping in-store, or taking a hybrid approach. Retailers can use journey mapping, customer data, and market intelligence to create a framework that supports their customers' omnichannel needs.

Connect the Physical and Digital Retail Environments

There are several points of friction that can occur between the physical and digital retail channels. A customer who sees an item listed as "in stock" online may be frustrated to learn that the item is not in stock in the store. A customer who uses an online channel to reserve an item in-store may be confused if they arrive in the store and the associate who greets them is unaware of a special request that was made at the time of the reservation.

Once a retailer has generated a holistic understanding of the customer journey, they can begin to remove points of friction between the customer's digital and physical retail experiences. This can be accomplished by connecting shopper information, store information, and product information across channels. For example, using a unified system as a single source of truth, retailers can work to link the customer experience across channels and ensure data is synchronized wherever the customer shops.

Empower Store Associates to Help Customers In-Store and At Home

Empowering store associates with digital technology is also a key step in meeting the customer where they are. Associates who can access information about individual customers while in the store can provide more personalized experiences. With the right tools, in-store associations can also assist customers shopping from home via video calls or even augmented reality technology.

But other in-store tools can help to align the digital and in-store shopping experiences and make both customers' and store associates' lives much more streamlined. Interactive kiosks can provide in-store customers with the same capabilities they'd have while shopping online. Dedicated spaces for in-store pickup and ship-to-home orders can transform retail stores into edge warehouses that serve local shoppers.

Don't Miss the eTail Virtual Summit & Expo

The most important aspect to recognize among these changes is that the classic retail experience no longer suffices to serve customers. Instead of favoring one shopping experience over another, retail shoppers are in search of a unified and frictionless retail experience that spans both in-person and digital channels.

Retailers who can accommodate shoppers' needs will be poised to retain customer loyalty and ensure repeat business. They'll also be better positioned to withstand, adapt, and innovate during times of disruption. By generating a holistic view of the customer experience and aligning both digital and physical retail operations with customer demands, your retail organization can achieve the level of service customers now demand.

To learn more about how to meet the customer where they are, don't miss the eTail Virtual Summit & Expo for eCommerce & Omnichannel Innovators happening online from September 21^st to September 22^nd. The virtual summit will contain a panel devoted specifically to this topic.

Register for free today.