COVID-19 has Flipped the Value Proposition of Omnichannel Shopping for Constrained Consumers
With few alternatives available during the widespread lockdowns earlier this year, e-commerce quickly became a go-to means-to-an-end for shop-needy consumers around the globe. Six months later, that early reliance on e-commerce has expanded into a fundamental dependence on still-evolving omnichannel shopping experiences.
The premise of omnichannel shopping certainly wasn’t borne out of the COVID-19 pandemic, but the global health crisis has dramatically elevated consumers’ use of both on- and offline channels in tandem, whether for click-and-collect, contactless delivery or an array of other fulfillment options. And across consumer groups, online channels have become the most critical shopping resources for...
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