There's no denying that consumer migration from the high street
to the web browser has been significant, a trend that is, for the
most part irreversible.
Consumer habits and expectations have changed significantly
across the UK and CI, not just as a result of technology and
innovation in digital retail but also because modern life affords
little time for traditional 'retail therapy.'
Those two facts alone highlight the importance of being part of
the customer consideration process as early as possible, and
offering access and increased convenience through one's online
Add to this the ever-increasing use of mobile for search, store
locators, and payments, and there is an obvious need for
traditional retail businesses to think about how to best join up
online and offline channels.
Let's begin with the perceived problem: