Successful retailers understand the new reality of the omnichannel consumer

Successful retailers understand the new reality of the omnichannel consumer, and know that the ‘whatever, whenever’ culture demands that user experience is seamless across all devices.  If retailers don’t understand this, customers will simply delete their app and move on.

The confluence of research and design skills needed to develop a seamless omnichannel shopping experience involves not only the market researcher and shopper insights teams, but the UX team as well.  Increasingly, retailers must establish ‘ecosystems’ that support the shopping experience from all angles.