The way in which customers behave is changing. Shoppers switch back and forth between different channels depending on the situation and stage in the process. The channels have become inseparable in some cases. The answer to this is customer centricity.
Put your customers, their needs and their customer journey at the heart of what you are doing. Successful shop concepts are fully tailored to this shopping behaviour and so fulfil customer needs perfectly. This relies on a consistent change of perspective.