Some stores suggest going to their website
- Sameeha Junejo and Sarah Nasir
- Nov 5, 2020
- 1 min read
Retailers want to capitalize on the growth in online shopping that was accelerated by the pandemic. Retailers and salespeople are finding it difficult to keep up with these changes. A new trend is emerging in which shoppers at large chains and stores are being quietly advised to shop online. However, this poses a problem for retailers who want online and brick-and-morter to co-exist.
Markus Giesler, associate professor of marketing at York University’s Schulich School of Business, said “Omni-channel retail requires tremendous coordination between different actors and elements. Salespeople on the ground need to be trained and fully on board with the mission or the result is often frustrated consumers.”
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