Trends Shaping Omnichannel Retail

As per  Nielsen‘s Global Study, more than half of global respondents use mobile for conducting research prior to shopping, to compare prices, make better shopping decisions and look for coupons and deals or as a shopping assistant.  53 percent use their mobile device when shopping to compare prices or look up product information 52 percent. More than four in 10 respondents use their device to look for coupons or deals 44 percent, make better shopping decisions  42 percent or make shopping trips quicker or more efficient 41 percent.

Based on a survey of 7000 respondents,  by scaleable real-time engagement and loyalty firm, SessionM, there are three trends that are shaping the customer experience for Omnichannel. The survey revealed that shoppers are increasingly shifting to mobile and shoppers are savvier than ever trying to find the best deals by shopping in-store, online and on their smartphone.Based on trends shaping the Omnichannel retail, retailers are looking at new ways to answer the challenges by adapting the shopper experience. According to session M the three key trends shaping the retail behavior are:


Customers seek seamless OmniChannel experience and want IN-Store shopping experience replicated on digital channels.

What are brands doing to cope with OmniChannel Challenge?

Brands are customizing OmniChannel experience by offering services such as Click and Collect. Gearing up for the holiday season, Omnichannel retail, Target has introduced dedicated retail shelf space for Click and Collect customers. Target is also planning to introduce Flex Format stores. In addition to selling regionalized inventory, these stores also operate as collection points for click and collect service.


Mobile acts as a trusted advisor throughout the shopping process for brands and therefore brands must innovate to get the customer’s attention through the purchase funnel.

How are brands innovating to differentiate?

Brands that retain consumer’s interest throughout the shopping cycle offer differentiated experience by acting as trusted advisor. In an example shared by Session M for a retail brand preparing for Holiday Season “Cole Haan is also innovating on a mobile scale, as updates to their app for the holiday season include an integration with Uber. Customers who are using the store locator or are interested in a particular sale are offered the ability to take a ride to the store to check it out, with a click resulting in a push to the Uber app with trip details to the store input automatically.”


Consumers seek Personalized messaging during Holiday Season. As users get bombarded with consumer offers, for Brands to have a meaningful engagement, it’s important to personalize messaging and offers.

How are brands personalizing?

According to a report, “Lowe’s are looking to take personalization to the next level. A few test stores have incorporated 3D scanning and printing services to build customized products for unique customer projects. Each customer has a different need and Lowe’s is seeking to meet that challenge with the exact product they are looking for.”