Physical retail isn’t dying, it’s just changing. Today’s innovative retailers have come up with ways to blend digital and physical experiences for consumers to offer a highly personalized one. Retailers like Lowe’s, Nike, Aldo and Peloton have found ways to make their physical stores a significant part of their enhanced and personalized digital customer experience. This is a smart path since 97% of consumers still see the need to go to physical stores, and 70% welcome a streamlined experience once there. If leading retailers are successful, consumers will like it even more when companies enhance the experience phone in hand. That blended online and physical experience expectation that consumers have means retailers must align inventory, item information (such as reviews, images, videos, how-tos), order history, support tickets and more to create a true multichannel experience. The benefits for retailers are extensive, because multichannel shoppers spend considerably more than single-channel shoppers: multichannel shoppers spend an average of 4% more every time they are in a brick-and-mortar store and 10% more when shopping online(opens in new tab). For some retailers, these numbers are significantly higher. For consumers, the benefits of a multichannel experience include: 1. Convenience. When customers need an important product not found in stores, they can order online and collect it from the physical store or have it delivered. 2. More Choice. A multichannel experience gives consumers insight into inventory available both on and offline and gives retailers the ability to significantly broaden what they offer well beyond the inventory of a typical store. 3. Better In-Store Experience. Retailers can create a store experience focused on the benefits of products and worry less on stuffing as much inventory as possible into the available space.