Why Omnichannel Is the Future of Retail For Millennials (And Everyone Else, Too)
The modern consumer is no longer a single-channel shopper. A recent study of a major U.S. retailer's customers found that 73% followed an omnichannel purchase journey, compared with just 7% who were purely digital. What's more, fluidity between channels is increasing, which allows retail brands to shape shoppers' experiences and ultimately build a competitive advantage founded on omnichannel customer intelligence.
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