Going from Clicks to Bricks: Online Retailers to Brick and Mortar Shops

The synergy between retailers and consumers has been an ever-changing process since the 18th century. Nowadays the consumer is influenced through globalization which has radically changed its purchasing behaviors and patterns. With the launch of the internet, came the birth of e-commerce which revolutionized the way consumers purchase their products from the comfort of their homes. It might seem that traditional brick-and-mortar stores are disappearing due to the impact online retailing and e-commerce marketplaces have on the market. Recently for the past five to ten years, pure-play online retailers have decided to expand their operations into new horizons. Multichannel and Omnichannel strategies are part of their expansions. Starting with multichannel strategies where the retailers aim at utilizing different channels to reach their targeted customer. The problem with utilizing such a strategy is that the reach doesn’t feel seamless to the consumer, so it is necessary to give a further step and integrate it into an omnichannel strategy. The strategy integrates and harmonizes all channels, which gives a much more seamless customer experience. Results have shown that omnichannel successful strategies in combination with new trends in consumer purchasing behaviors, indeed have pushed retailers to expand their processes and experience further into the market by successfully striving in an omnichannel environment.