The Future of Shopping (Spanish version)

omnichannel retailing. The name reflects the fact that retailers will be able to interact with customers through countless channels--websites, physical stores, kiosks, direct mail and catalogs, call centers, social media, mobile devices, gaming consoles, televisions, networked appliances, home services, and more. If traditional retailers hope to survive, they must embrace omnichannel retailing and also transform the one big feature Internet retailers lack--stores--from a liability into an asset. They must turn shopping into an entertaining, exciting, and emotionally engaging experience by skillfully blending the physical with the digital. They must also hire new kinds of talent, move away from outdated measures of success, and become adept at rapid test-and-learn methodologies. A successful omnichannel strategy should not only guarantee a retailer's survival--no small matter in today's environment--but also deliver a revolution in customers' expectations and experiences.