Four ways to better merge physical and digital: lessons from global retail

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How can retailers better merge the physical and digital worlds? Nicki Sprinz, managing director of digital experience agency ustwo, shares examples from around the world.

During the first lockdown people were happy to ditch old loyalties in the rush online, with 40% switching to whichever brands or retailers best met their online needs, according to McKinsey.

Against this backdrop, all retailers have had to think digital-first about every part of their customer journey – and that applies to in-store too.

At every step in the customer journey, from awareness and consideration to purchase, and on to retention and advocacy, there are points where digital and physical have different strengths, and where a better alignment between the two could significantly enhance consumer experience.

Here are four big opportunities that global retailers are capitalising on.


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