Before 2020, retail was king. While digitally native D2C brands were well on their way to redefining consumer behavior, established companies primarily focused on their in-store experiences. No one was prepared for the boom online purchases saw in 2020 — shopping became ubiquitous with eCommerce, and even traditional brick-and-mortar retailers began to double down on online experiences.
But, another shift is taking place. As we approach a new normal, retail is entering a renaissance. In fact, according to the National Retail Foundation’s annual forecast, retail sales are expected to increase between 6.5 and 8.2% in 2021. While online shopping may still be the preferred channel for many consumers, it’s no longer the default.
Now more than ever, customers’ buyer journeys are nonlinear. And they’ll continue to diversify as our new normal takes shape. Brands have to meet customers wherever they feel most comfortable, making a frictionless omnichannel experience necessary.
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