by Kim Souza (ksouza@talkbusiness.net)

Five years ago, omnichannel — multiple methods to reach consumers — was a retailer’s choice. Still, following a pandemic that changed the landscape for many economic sectors, the hybrid shopping model has become table stakes.

Rick West, CEO of Field Agent, a research and retail data collection firm in Fayetteville, said omnichannel retail is here to stay, and retailers have to make room for omnichannel and the hybrid shopping experience because customers expect it.

“Specifically, from the retailer perspective, the omnichannel experience will shift again in 2024,” West said.

He said shoppers want every option and to be served efficiently whether shopping online, in physical stores or some combination of both. He said that in 2022 and 2023, many top retailers moved their staff from front checkout lanes to accommodate online pickup and delivery. West said retailers saw that as temporary, and many still needed to change their backrooms.

The Supply Side: Hybrid shopping experience ‘is not going to go away’