The integration between online and offline channels is the key to the future of retail. Breaking down the barriers between these two worlds traditionally considered separate is a necessary action for every merchant. Today there is no difference between “customer” and “digital customer”, as consumers experience their relationships with brands in a universal way.
“No individual can play a symphony.A whole orchestra is required for this to happen”H.E. Luccock
In fact, people show an increasingly “agnostic” attitude towards the channels through which they communicate, inform themselves and buy. They want to live an experience that we can define as onlife commerce , where the purchase is only the final part of a wider relational process that enhances all the points of contact between the buyer and the seller. Today, therefore, all the channels available to a brand, digital and physical, must merge into a single omnichannel ecosystem, whose strength lies in a universal, “holistic” vision of the customer experience. The goal should no longer be to generate transactions, but to develop a seamless experience across all available channels.