Today, retailers are connecting online and offline touchpoints to create more effective purchase journeys. In a recent feature, Business of Fashion looked at how they’re doing it — featuring expert comment from Conor McGrath at parcelLab.

“The [market-incumbent] retailers have big store networks, and they have begrudgingly entered the digital era — putting e-commerce together has never really been more than an afterthought,” believes Conor McGrath, the UK managing director of ParcelLab. “Covid-19 has turned that on its head. Retailers are realising the focus should be on the shopper, not on the store network. New digital retailers use great customer experience as their starting point. Then, you can basically merge a store network into that — perhaps via third-party return stations.”

Read the full feature here via Business of Fashion >>>

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