omnichannel retail

How Adidas uses digital to enable powerful experiences

While the first day of Adobe Summit was all about brand experiences, the second was centred around the emotions that they evoke.

According to John Mellor, the VP of Strategy and Marketing at Adobe, emotion is the currency of experience. Ultimately, this means it helps to create a stronger and more loyal connection with consumers – even inspire personal achievements and goals.

Omnichannel’s biggest challenge: privacy?

With consumers increasingly expecting seamless experiences across channels, brick-and-mortar retailers are recognizing they may have an advantage over online competitors which have, thus far, countered only with delivery lockers and improved shipping capabilities.

Physical stores, of course, may be an advantage, but they don’t guarantee success. To seize the omnichannel advantage, retailers of all shapes and sizes will need to do more to bridge the gap between the online and offline words.