Retail 360

Think of any one of today’s top consumer brands as a cyclone—a churning, whirling cone encircling its target demographic. Whichever way a consumer turns—to a phone, a local shopping center, or a laptop—that brand is there, offering an attractive opportunity to engage and interact. That vigorous, swirling effect is more commonly known as omnichannel retailing, which has come to define a multichannel approach to sales that seeks to create a seamless shopper experience between digital and physical retail environments. The effective omnichannel retailer boasts a high-functioning and well-trafficked e-commerce site with an equally strong mobile component (also shoppable, naturally). The retail business uses social media to solidify its branding and drive purchases both online and in-store. And it views brick-and-mortar as not simply a place to make sales, but also as a continu

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