Author: Michael J. Saperia

Thank you for taking the time to read this posting. The title, as you shall see, is only partly irreverent.

I recently read an excellent article by Mario Toneguzzi in Retail Insider (Omnichannel: Meeting Consumer Expectations Today).

There are a lot of takeaways from the article but let’s start with the thesis:

For several years, retailers have invested heavily in delivering an omnichannel experience: online purchasing, in-store pickup, fast delivery, inventory visibility, simplified returns and mobile experience.

Today, these features no longer represent a competitive advantage. They have become baseline expectations.

The real challenge facing Canadian retail has shifted. Consumers can easily find information, compare products, check stock and buy wherever they want. Yet they hesitate more, compare more and abandon purchases more easily when faced with too many choices, a lack of guidance, or a fragmented experience.

Omnichannel has largely resolved the technical friction points of the shopping journey. However, it has not eliminated the main friction that remains today: the difficulty of making a decision.

Prior to reading this article, I thought this was more of a me problem, that making purchasing decisions was getting more difficult. There is so much data that I feel paralyzed with indecision. It now appears that the experience is not uncommon or restricted to geezers like me.

Let me share an experience with you. See if you can relate. I decided to treat myself to a new golf club, specifically a 3 wood. I went online and researched golf equipment. I spoke with several trusted friends and relatives and even consulted with a golf pro. I made my way to a Golf Town store and stood there staring at the rafts of golf clubs like a zombie. Eventually, a young man who looked like he could hit a golf ball 400 yards approached me and asked if he could help me. I explained my situation. He then led me through what I would describe as a wonderful experience and helped guide me to a purchase. I will always be grateful to the young man for not laughing out loud when he saw my swing.  

We understand the issue, so what is the solution?

Across all sectors studied, one conclusion stands out: the brands delivering the best experiences are no longer simply the ones with the most touchpoints. They’re the ones that succeed in connecting the different stages of the journey, making information genuinely useful at the moment of decision, reducing doubt throughout the purchase process and maintaining a consistent experience between digital and in-store.

I think this makes sense and is worth passing on to our clients. Now, if only I can figure out how to apply this to my own practice.

Best wishes for a great summer.

Michael J. Saperia
Executive Vice President | Broker
The Behar Group Realty Inc., Brokerage
msaperia@thebehargroup.com