The document discusses omnichannel trends, noting that while not new, the definition of omnichannel continues to evolve as brands find new ways to connect with consumers across multiple channels. Transactions are now possible in places like magazines, walls, and vending machines. To be effective, brands must understand the consumer's purchase path to create omnichannel experiences that motivate buying when, where, and how shoppers prefer. The document also asks how retailers can keep up with growing demand for multichannel shopping.

1. ABOUT CHANNEL TRENDS
LET’S TALK

2. OMNICHANNEL
TREND 1:
Although not new, the definition of omnichannel continues to
evolve as brands and retailers are finding new ways to connect
with consumers and drive purchase. Transactions are happening
in places never before thought possible like directly from editorial
magazines, from walls of a train stop and from vending machines
for nontraditionally vended products from virtually anywhere. By
having a deep understanding of the consumer’s path to
purchase, brands and retailers can create omnichannel
experiences that motivate purchase when, where and how
shoppers are most apt to buy. !
How can retailers and brands keep up with shoppers’ growing
demand for multi-channel shopping? !

3. Amazon Pop Up Store
Lowes MyLowes:
Centralized Shopper
History
Yelp! Platform

4. THOUGHT STARTER QUESTIONS:
How have you already been leveraging onmichannel?
-Have you seen growth in certain channels that surprised you and if so, why?
-How else can you respond to the always-on, multichannel needs of your
customers beyond what you’re already doing?

5. THOUGHT STARTER QUESTIONS:
Are your channels connected to give the shopper one consistent experience?
-If so, how are different channels being used to fulfill different needs?
-If not, what do you know about your shoppers’ path to purchase that can help
influence engagement and conversion?