The insurgence of a new customer experience is shifting every avenue of the retail journey. The growth of the holistic omnichannel approach means ecommerce and bricks and mortar retail are more fused than ever before. Dynamic new logistics models focus on delivering a seamless and integrated service in the customer's buying journey, whether using a device on the go, at home or by walking into a store.
For the first time ever, mobile devices are leading the way in UK online retail sales too, further cementing the leap towards ecommerce demand for shoppers. According to IMRG, the 'digital tipping point' emerged in 2016 figures, when 51% of all UK online retail sales took place via smartphones or tablets.