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SOPHIE HORROCKS: There's a false perception
that e-commerce is completely taking over.

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But not everyone wants to buy everything online, and
actually, online growth rates are starting to slow.

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Physical stores offer more value
than they're often given credit for.

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They provide critical touchpoints along the customer
journey (inspiration, testing, handling returns)

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but they also drive brand awareness and generate sales, both
within the stores themselves and also via digital channels.

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Bain experience shows that, for a store, it can actually
drive an uplift of 30% in online sales in its catchment area.

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Smart retailers are investing in omnichannel experiences
that blend digital and in-store channels seamlessly.

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To do this successfully requires
breaking down traditional channel silos.

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There are three main ways.

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Firstly, investing in the technology and capabilities to create
that seamless end-to-end journey that's independent of channel.

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Secondly, really understanding the value that stores can bring
and optimizing their contributions along that customer journey.

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And lastly, training store staff to really support an
omnichannel experience, and aligning incentives accordingly.

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Retailers that focus on and master an omnichannel
experience will be the industry leaders.

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