The digitization of shopping experience in Retail 4.0 is an opportunity for brands to redefine the relationship with their customers. Thanks to mobile technologies, in fact, they can simplify and enrich the user journey.
In store, there is a possibility that before making a purchase we may decide to take a look and see if that book we like so much or that shirt in our size and favorite color is also available online (perhaps at a cheaper price).
With digital transformation, the opportunity to search for product information online, compare prices on various ecommerce platforms and finalize your shopping comfortably seated on your sofa, has redefined, and is still redefining, the purchasing habits of consumers in a more dynamic way and interconnected manner.