In the age of expanding digital commerce, successful retailers may blur the lines between online and physical stores to deliver an omnichannel experience that influences and serves the consumer, independent of the channel.
Smart brick-and-mortar stores will activate rich experiences to complement the strengths of their online channels (e.g., price comparison, product reviews, etc.) as well as offer unique in-store experiences that cannot be offered by online channels (such as trials and demos and in-store pickup).
