Retailers must create a ‘hybrid’ experience to be successful online and offline

Posted by Jess Savage on July 5, 2018   |  recommended

To be successful retailers need to take a holistic view of their customer’s purchase journey.


The current retail landscape gives customers more paths to purchase than ever before. It’s no longer a case of online or offline, to be successful retailers need to take a holistic view of their customer’s purchase journey.  

Whilst the focus of the past five years has been on e-commerce and creating a valuable and immersive digital experience, customers are now demanding the same offering in-store.

In the video below Shopify’s Satish Kanwar uses the term ‘hybrid retail’ to describe today’s customer journey, which blends the type of experiences you’d expect online with the offline world; such as monitoring which point of the purchase journey each customer is at when they visit a website and applying the same experience when they visit a brick-and-mortar store.


Polly Gowers OBE, CEO of Maybe* said:

“Digital is about providing the tools to make the physical experience more agile. There is a new customer journey and retailers have a new task to deliver that customer experience.

Our children can have variety at their fingertips through their online world. A physical experience needs to be able to deliver the same variety, but retailers today don’t deliver that. It requires retail to think even bigger. Physical experiences must have a feel-good factor, every place has to give you a good time and be different.

Consumers now demand remarkable experiences - not the same experience everywhere.”

Conversation is an art and we're Picasso. Keep informed on all the latest conversational commerce insights. Subscribe to our weekly newsletter. We're conversationalists, want to chat? Get in touch to add conversational commerce to your business.