With store operating models established in a pre-digital age—with stores designed to optimize foot traffic and traditional shopping journeys—few retailers were fully prepared for the recent shift to digital on this scale or at this pace. The additional costs associated with serving online customers are unsustainable without a step change in the business that works for all stakeholders.
The online-merge-offline (OMO) model calls on retailers to be bold in reimagining how they operate across all retail channels. It means developing a diverse store portfolio that is tailored to the needs of local customers, and enabling a reduction in operating costs that allows for more investment in new experiences.
To help accelerate the OMO model, Accenture has developed an innovative new concept for the Store of Tomorrow. It’s applicable to all sectors of retail, from grocery, to beauty, to DIY and beyond.
Designed to be open, flexible, and adaptable in every respect, the concept combines the speed and simplicity of digital shopping with the automated efficiency of modern warehousing—while putting a greater emphasis on the human-centered physical shopping experiences customers still crave.
What might the Store of Tomorrow look like in practice? Accenture has developed a groundbreaking concept that turns the traditional retail layout on its head, and divides the retail store into three complementary parts: The Aisle, the Dark Store and the Promenade.
The Store of Tomorrow concept promises to radically simplify the omnichannel customer journey, while providing shoppers with greater choice and convenience. At the same time, it offers retailers a vision of a world in which more ecommerce doesn’t have to mean lower profitability. In fact, the model supports both revenue growth and cost optimization.