The spaces are designed to consider the movement of consumers through the space. This includes counters for payments, aisles for product placement, shelves and shared spaces for merchandising of sales and other promotional items.
With the rise of ecommerce, consumers can now shop across a range of touchpoints beyond the store - web, email, social platforms across a range of platforms and devices. Shoppers enjoy greater convenience, deeper personalisation and a multitude of choices to deepen the customer experience.
Many of the drawbacks of physical or digital shopping are overcome by merging them for an enhanced omnichannel experience. This includes more fulfilment options and greater capacity to reframe the in store experience (e.g. without the need to stock all inventory, what could the shop floor like to better serve customer needs?).
Lately, the term ‘digical’ (also called ‘phygital’...all the same!) has emerged as the extension of omnichannel which is really the fusion of digital convenience and physical experiences. The structures of different channel journeys and the hard rails that define each, with their associated hand offs, manual intervention, customer service, sales and return processes - digical is a fusion into one customer experience defined by more seamless and unified systems, products and processes driving the provision of retail shopping.