Facts and figures at a glance
Three out of four consumers could imagine stationary stores increasingly becoming service channels for online retail.
Digital technologies and service offerings in stationary stores are more attractive for customers than retailers might think:
Customers are increasingly focusing on services that combine a company’s various channels – in particular the possibility of checking online to see if a product is available. In a recent study conducted by the EHI Retail Institute, 25 retail companies cited the most important omnichannel services:
Top Omnichannel Services
Checking the in-store availability of products online
Displaying the current product inventory in one or more specific outlets.
The possibility to return products that were purchased online to a stationary outlet.
The customer orders or reserves the product online, pays for it online or in store and collects it at a local outlet.
Customers can make use of terminals and tablets in the store to order a product and have it delivered to their home.
Services that stationary retail can offer to online retail – such as click and collect or the return of online purchases to a local store – serve as an important bridge between the two channels.