Dive Brief:
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In a turnaround for brick-and-mortar retailers, showrooming has given way to webrooming (where shoppers do their research online but buy in store), which continues to increase, according to digital research firm L2’s “Intelligence Report: Omnichannel Retail released in July.
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Web and mobile influences on brick-and-mortar sales will continue, but omnichannel success at many retailers is stalling because they’re failing to provide the accurate inventory visibility that allows customers to shop for items online, but buy them in-store.
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Many retailers are also failing to educate in-store employees so they are aware of and can meet consumer expectations and the retailer’s capabilities. L2 looked at 71 retail brands for their 2013 and 2014 studies.
Dive Insight:
Despite so much buzz about the new omnichannel retail world, there is seemingly little follow-through in execution. Consumers are using the web and mobile to shop in-stores, but that requires pin-point accuracy in inventory and highly knowledgeable store staff. (That might mean better training of, higher expectations of, and better pay for workers.)
Most retail is still brick-and-mortar retail, and these days the rise in e-commerce and m-commerce, unlike before, is a boon to many physical stores -- as long as retailers are ready for that.
