According to eMarketer, the number of smartphone users worldwide will surpass two billion in 2016. Moreover, the company says not only will tablet users number more than one billion in 2015, it projects that figure will reach 1.48 billion by the year 2018.
For retailers and vendors, that means the potential number of omni-channel purchases are exponentially astronomical.
With each passing day, new technologies feed people’s seemingly insatiable hunger for seamless shopping experiences starting with online product searches to delivery on their front door step. The harried pace of business demands the same seamless experience is afforded to companies that utilize the World Wide Web to stock their inventory and other vital needs.
Before omni-channel made it possible for customers to order products online and expect immediate delivery, purchasers went to stores to buy the products they wanted immediately and bought items online they didn’t need or want right away. Even multi-nationals, such as Target and Target.com utilized different supply chains, vendors and product promotions. Moreover, many of the products the online store held in inventory could not be purchased in the brick-and-mortar location.
Today, however, Big Box retailers and smaller outlets are relying on their .com counterparts with increasing frequency. For example, if a customer goes to a brick-and-mortar location of Kohl’s, only to find the store does not stock a particular coffeemaker, the staff will assist the guest to purchase the item from the company’s web site while they’re still in the store. Arrangements can then be made for the product to be shipped to the store for a free pickup or perhaps even delivered right to the customer’s front door step.