Understanding the five omnichannel shopping journeys that have taken root during COVID-19

Store closures, interruptions to supply chains and shifting consumer priorities have together transformed the way people shop – and that means retailers have to transform the way they operate.

Five omnichannel shopping journeys have emerged as consumers hack the retail experience to find the right balance of value, confidence, enjoyment, efficiency and safety during the COVID-19 pandemic.

Nils Wagner, global lead for consumer research/retail at Facebook, the social networking giant, explained that shoppers are using a mix of online and in-store touchpoints to achieve their goals, which have been changed – likely for the long term – by

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