Dive Summary:
- Major U.S. retail companies are beginning to switch their focus away from a strictly online approach toward an omni-channel sales approach to merge the online and in-store shopping experience.
- According to a report by L2 research firm, 77% of retail brands now allow their customers the chance to purchase goods online and return them in-store.
- Despite the recent trend among retailers which favors the omni-channel approach, some retail brands such as Williams-Sonoma are taking the opposite stand by promoting free home delivery on in-store purchases.
From the article:
... Indeed, while online shopping still only accounts for about 10.6% of discretionary spending, its growth can potentially soar to new heights when retailers find seamless, meaningful ways to leverage e-commerce to lift in-store sales. ...
