“Shoppers equipped with smartphones can now use tools from the online world in-store. They can check prices at rival stores and look for independent product reviews. They can use their phones to receive digital offers, and increasingly to access payment systems and complete transactions.
But dealing with the digitally equipped â€œmultichannelâ€ shopper is presenting challenges for the industry that go well beyond what the customer sees in the store. […]
â€œItâ€™s not just about integrating channels, it is about changing your business model, and no one wants to hear that.â€”
Jonathan Birchall reports in the Financial Times on the challenges of creating a single customer experience both online and in stores: