For retailers, the first step toward instituting a true omnichannel strategy is to realize that online and offline sales should not be pitted against each other.
Nordstrom’s decision to permit in-store returns of online purchases is an important step that recognizes that people want a brand’s service whenever and wherever they want it. This particular move also has the added advantage of getting people into the stores, where the tactile quality of products on shelves and racks tends to spur more sales.
As has been noted many times before, most consumer purchases —roughly 94 percent — occur in-store. And even more conservative measures still have physical retail dwarfing e-commerce, as eMarketer pegs 15 percent of all sales to online.