Brick, Click, and the Seamless Shift: Mastering Omni-Channel Retail in 2024

2024 has brought us face-to-face with some anticipated shifts, notably the resurgence of brick-and-mortar shopping and the integration of digital shopping experiences. Canadian data and examples highlight these trends, reflecting a broader, global movement in consumer behavior.

The return to brick-and-mortar shopping is more than just a rebound from the pandemic-induced e-commerce surge. It represents a significant shift in consumer preferences and behaviors. For Consumer Packaged Goods (CPG) brands, this pivot necessitates a renewed focus on the retail execution process within physical stores. The emphasis is on ensuring that the in-store brand experience matches the expectations set by online presence, covering aspects like pricing, promotions, and product availability. This approach not only meets but exceeds post-pandemic shopper expectations for an in-store experience. They expect to find their desired products quickly and at the right price. A mismatch in this regard could lead them to switch to competing products, underscoring the importance of a seamless omni-channel strategy.

The data backs this shift, with surveys like the Deloitte State of the Consumer Tracker indicating a strong preference for in-store shopping across various product categories, from groceries to household goods and clothing. The consistency of this preference across different countries and age groups suggests a widespread and significant trend towards physical retail, underscoring the importance for CPG brands to optimize their in-store execution strategies.

This resurgence of physical stores is not just about the tactile shopping experience but also involves the strategic use of digital tools to enhance in-store engagements. Modern digital sales tools now provide field sales reps with greater visibility into store KPIs, order trends, and performance shifts. This empowers them to make informed decisions in real time, ensuring that the in-store brand experience remains consistent with the online narrative. This strategic approach not only elevates the customer experience but also strengthens the collaboration between consumer products companies and retailers, leading to better retail execution and ultimately, higher sales.

So why does this matter??

Well, in 2024 it's safe to say that most customer journeys start on mobile devices. Which is why jumpstarting your next ad campaign on mobile and making it a part of your audience omni-channel strategy is crucial when attempting to connect with consumers at the moments that matter the most to them. The resurgence of brick-and-mortar stores, driven by consumer demand for a tangible shopping experience complemented by digital convenience, underscores the need for brands to adopt an integrated omni-channel strategy. As we navigate this landscape, the focus remains on delivering a seamless and cohesive shopping experience that bridges the physical and digital divide that starts where your audience is already spending a majority of their time.?

Author: Carlos R. Guevara , Marketing Director at APEX Mobile Media