Season 6: Episode 2 – The Morphing Store: bricks and mortar evolution in a convergent commerce world

Customer Perspective: An Ipsos Podcast

In some of our Customer Perspective podcasts over the past year or so, you may have heard us talking about Convergent Commerce – the blurring of physical and digital commerce environments and touchpoints. In this episode, we’re continuing our Convergent Commerce journey, but from the angle of the bricks and mortar store.

You’d be forgiven for thinking that with all the talk about digital channels, the physical store is dead. Nothing could be further from the truth. Its roles are expanding not contracting. And depending on the category, often a majority of shopping task time and purchases are made in physical stores.

We’re joined by Norrelle Goldring, one of the authors of our recently published paper, ‘The Morphing Store: bricks and mortar evolution in a convergent commerce world’. We’re discussing how the physical store is changing, how its roles are expanding, and, of course, what this means in terms of designing for, delivering, and measuring success.

Ipsos’ latest CX and Channel Performance and thinking may be found via these links, along with ways in which our CX – including Service Design, Shopper Insights, Mystery Shopping, and Execution Measurement experts can support organisations as they face the challenges and opportunities posed by the ‘morphing store’.