The Digital Evolution of Consumer Purchasing Methods and the Impact on Retail

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The distribution channels are on the stage of radical change. The success of the online channel and digitalization driven by a few leading companies in recent years has dramatically changed the way people live and change purchasing patterns. New technologies have multiplied touchpoints, broadband connection has increased the number of always-on consumers and, at the same time, has developed online shopping (Pentina & Hasty, 2009). What are the implications of digital technological innovations? Will the physical store continue to play a key role? Will online shopping be able to offer an engaging and exciting consumer experience? New ways of selling and exhibiting products are emerging, as well as new ways of buying, such as the use of physical and online channels, and other ways, such as showrooming. It consists in obtaining information about a product at the point of sale, receiving all useful information and finally, buying it online. This practice is often adopted to save money, because it is known that online prices are lower than in retail stores, but it also arises from the customer's need to touch the products firsthand before buying them. More and more retailers are experiencing this phenomenon that leads them to be a great showcase, provide information, let people touch products and eventually make fewer sales. The integration of e-commerce with physical channels creates opportunities and synergies: companies can offer multiple services through different channels and for different target segments. Internet retail is creating greater customer value in terms of additional services and additional touchpoints.