Shoppers expect shopping channels to complement one another seamlessly. E-commerce, social media, and mobile should work in concert with the in-store experience and vice versa. The most successful brands and retailers are the ones that can blend these channels into one frictionless, omnichannel experience.
There is a difficulty with connection legacy and new technology, and aligning siloed business units. Not to mention all the tremendous data that is available. This difficulty does not prevent shoppers wanting the information they need when they need it, and they expect brands and retailers to have it in all the places they are consuming.
Brands and retailers who provide a seamless and information-rich shopping experience will win at checkout.