Online and off-line integration is a response to the era of “New Retail,” in which the antiquated value chain has been redesigned and customer experience is the unifying principle. It’s part of a hybrid retail model that offers clients “shopping experiences and convenient product retrieval, in addition to a logistical purpose,” adds Dimas Gimeno. This strategy optimizes delivery times, taking advantage of proximity to the customer; reduces costs; and adapts to new access restrictions in urban centers.
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