We live in an omnichannel word. Innovative brands around the world are capitalizing on this phenomenon and are overtaking traditional retailers in terms of customer experience and profit figures as they go along.

Gone are the days when people walk into the local store and ask an employee for advice before completing their purchase. Nowadays, the buyer journey can be completely online/offline or via a hybrid model where research is done online and purchases in local stores (or vice versa: showrooming). 

Brands worldwide understand this interaction between on- and offline touch points in the buyer journey. Retailers with both an online (webshop) and offline presence (local shops) have to respond to this if they want to meet the needs of their customers. This article will help you with this. 

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