Back in the day, the only way customers could buy an item was through an in-store visit. Then telemarketing was introduced, allowing customers to make a purchase over the phone. Then the internet came along which enabled us to buy things we wanted online. Now, technology has enabled us to make a purchase on our phones, watches, and even TVs.

As more and more of our devices become connected to the internet, it’s imperative for retailers to avoid giving customers a different feel whenever they switch gadgets. The shopping experience they provide online on a desktop device should be similar when done on a smartphone, and more so for in-store purchases. The solution is to implement an omnichannel approach to ensure the quality and consistency of customer service experienced by consumers is maintained across all channels.