The consumers have evolved from transacting single channel to multichannel, cross-channel to omni-channel. The providers/marketers have enabled the business transition from single-channel to omni-channel. This evolution to omni-channel business has enabled cross-channel structure, flexible customer journeys, and single brand reinforcement:
The customer in the digital age follows a non-linear journey, and for a single transaction, navigates across various store forms, physical out-of-store, digital out-of-store (at home, on-the go), digital in-store (own device, in-store devices), and physical in-store.
Take an example where a customer looks at a product in a physical catalog/printed ad, scans the QR code to get further details on the product and options, checks online social media feedback on-the-go, goes to the physical store and talks to a purchase consultant and checks the demo of the products, leverages web analytics data and recommends options...