Online & Physical Retail: How Can Brands Meet Customers in the Middle?

In today’s retail landscape, shoppers demand more convenience than ever before. Whether unified experiences or personalized interactions, customers require top-tier shopping experiences. As customers’ needs evolve, retailers need to meet their expectations and align both online and in-store practices, ensuring a frictionless experience resulting in increased sales and customer satisfaction.

According to a 2024 survey by Statista,  56% of UK customers admitted they will often conclude their research about products online but then complete the purchase in a physical store. This highlights that whilst having an online presence and availability is important, it is still essential to create those meaningful in-store experiences.

In this blog, we explore how brands must work to meet customers in the middle when it comes to meeting both online and physical shopping expectations and see some examples of how retailers today are doing so.

The power of omnichannel retail

Retail has evolved from simply integrating online and offline channels to creating a unified, tailored experience across all touchpoints of the consumer journey. Modern technology implementations, such as AI and automation solutions are constantly being deployed to create more bespoke experiences.

 Customers crave variety and flexibility in how they shop, compelling retailers to adopt omnichannel integration strategies and innovative technology solutions. By 2025, the proportion of online UK retail sales was predicted to reach 38.1%, according to Statista,  highlighting the urgent need for retailers to meet these expectations or risk falling behind the competition.

Having an omnichannel retail enterprise solution provides unified commerce so that retail operations run effortlessly. Omnichannel strategies not only ensure that customers receive a more connected experience but elevates brand visibility and recognition. It is important to integrate as it can attract, retain and engage customers in a range of global markets.

Bridging the gap between physical and online retail

Bridging the gap between physical and online retail operations relies heavily on effective technology solutions, which can significantly boost sales and elevate the customer experience. Today, retailers have already started to lean on innovative solutions to connect their physical and online retail. Let’s take a look at some examples of how brands are utilizing tech to strengthen their omnichannel presence:

• One way many brands are bridging the gap is through Augmented Reality (AR), combining convenience with the tangible feeling of in-store experiences. IKEA’s AR ‘Ikea Place’ app allows customers to visualise how furniture will fit in their home by placing virtual items in their physical space without them having to do the guesswork in-store. This increases confidence for customers looking to purchase and overall boosts their experience. Similarly, Nike’s AR app, ‘Nike Fit’, enable users to scan their feet when choosing between shoe sizes. The AR technology therefore decreases he likelihood of returns and unhappy customers

• Another example of how brands are leveraging innovative technology to create a seamless online and in-store retail experience is through Buy Online, Pick Up In-Store (BOPIS). Offerings such as BOPIS are beneficial for retailers and customers alike, enabling customers to complete their transactions as per their convenience while providing retailers more opportunities to interact and build relationships with their customers.

Similarly, many brands today offer Buy Online, Return In-Store (BORIS) capabilities, ensuring that consumers have the option to return their products in store or even exchange them for other options. Not only are these solutions convenient for customer needs, but they encourage shoppers to make purchases online and then come into brick-and-mortar stores, creating the opportunity for increased footfall and sales. Importantly, to seamlessly facilitate these omnichannel offerings retailers need to deploy integrated all-encompassing solution that operates in real-time. This allows retailers to provide customers with updates, tailor experiences based on real-time insights, and manage overall operations more effectively

• A unique way that Gucci has tried to incorporate a seamless experience between physical and digital is through their ‘Shop the Runway’ features on their website. These features enable customers to access the runway looks to get a sense of the luxury, even if they were not there first-hand, and shop from the designers

• Glossier largely communicates and engages with its shoppers through digital platforms after recognizing that customer engagement is crucial to the success of the brand. To strengthen these connections, the retailer decided to launch a pop-up retail store in London, giving customers the ultimate omnichannel experience. Shoppers could place orders through POS systems from an in-house stock room, in which the order could then be collected from the collection point when exiting

The takeaway

Whether it is asking Amazon Alexa to add an item to the cart or placing an online order for same-day in-store pickup, customers expect a consistent and seamless experience across all touchpoints. Brands must be equipped to deliver a fluid journey that bridges digital and physical retail environments.

Understanding the specific needs of each brand and its customers is crucial, highlighting the value of a trusted technology. At Teamwork Commerce, the team is committed to serving its customers as more than just partners. The company works with retailers to deliver top–tier omnichannel retail strategies tailored to each retailer’s individual needs. Teamwork Commerce’s integrated ecosystem – connecting retailers’ warehouses to physical and digital stores – empowers retailers to streamline operations and eliminate the friction often associated with managing both online and in-store experiences.

To find out more information about how Teamwork Commerce’s solutions can enhance your brand’s retail operations and bridge the gap between the physical and digital retail world, get in touch today.