In years past, traditional shoppers may have been loyal to a certain channel, but today’s consumer easily transitions from one shopping channel to another. Many shoppers choose to check prices online or via their smartphone and then pick up their purchase in a brick-and-mortar store. But the opposite is also true – shoppers may see something they like in a physical store but only complete the purchase online or via their mobile phone.
Furthermore, due to the blurring of boundaries between the online and offline channels, returns have become a key issue for both retailers and customers. Shoppers expect to be able to return goods at all of the retailers’ channels regardless of where the purchase was made.