Document Overview

Perspective: Now That Showrooming Has Wall Street's Attention, It's Time for the Omnichannel Store

Author:	Greg Girard
Document #	GRI234981
Published	May, 2012
Document Type	Perspective
Number of Pages	9
Number of Figures	1

Overview

This IDC Retail Insights Perspective illuminates the downward pressures narrowing the added value of the omnichannel shoppers over store-bound shoppers — market transparency, commoditization, and the effect of millennials as the context for showrooming. It then looks at stores as "information deserts" and how limits of in-store technologies have kept this channel in the backwaters of most retailers' omnichannel strategies. This Perspective concludes with recommendations for enabling the omnichannel store and mainstreaming it in omnichannel strategies.

A prominent Wall Street securities analyst covering department stores and other retailers has stated that executives of some of the "names" she covers are reporting that they are seeing compression in the spreads between the value of their omnichannel customers and single-channel store customers.

In this Perspective, we describe why that's so and, by extension, why if they haven't seen this compression yet, they will, sooner than later. It's the future of retail. In this document, we describe what retailers should do to reshape that future. As William Gibson has said, "The future has already arrived. It's just not evenly distributed yet."

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