The goal, says Vice-Chairman Steve Riggio, is to make the shopping process more seamless. It shows retailers are starting to get why consumers go online in the first place. Scoring discounts is nice. Midnight shopping in my bunny slippers is fun, too. But what we really want is the same relationship with stores online that we have offline.
Many shoppers say their experiences with their favorite real-world stores are good ones.
We want more of that experience online. All that will vary greatly depending on the store. Making that seamless shopping experience may or may not involve the latest in cutting-edge technology. But it always will require a retailer to embrace all channels as part of the whole. The McGraw-Hill Companies Inc. All rights reserved.