The rise of omnichannel shopping, brand connection and Twitter in retail

IDC Retail Insights recently finished a new report, called “Guide to Enabling Immersive Shopping Experiences”.

Just as marketing is and should be cross-channel, shopping has become what IDC calls ‘omnichannel’ too. And I’m not talking online shopping here, I’m talking shopping, online and offline.

What does IDC say about the effects of “the rise of omnichannel shopping”? That it “requires providing an immersive and superior customer experience regardless of channel”.

IDC on retail and shopping: cross-channel, omnichannel, self-service and Twitter and other new media for customer service and support The report talks about what retailers should do with their physical and virtual stores and about the fact that they should “enrich the shopping experience because customers must identify and always connect with your brand”.

So be everywhere where your customers are, think omnichannel and invest in customer-centric servicing tools.

Twitter and customer service

I’m not going to cover everything but as IDC says there is a “clear trend toward customer-facing technology convergence” in retail.

One of the messages is to focus on self-service and extending customer service range, with potential developments in customer service and support.

And what is given as an example for these developments in customer service and support?

Right, Twitter.

Retailers can buy the report at

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