As shoppers, Gen Z demands nothing short of a seamless journey – whether they're walking through a physical store, scrolling on e-commerce sites or swiping through their fave social media hangouts. When they’re hopping from one channel to another, they expect the vibe to remain consistent and the experiences to remain frictionless. Life is a beach, especially when shopping for beachwear at the shore. Naturally, marketers are jumping onto the bandwagon and making sure that whether you're in a store, on a website or checking out their posts on Instagram, you get the same brand feel. The intent is such that a customer’s shopping journey can start anywhere and end anywhere, but it's always on point!

Consider this global retail chain that sells a wide variety of optical products. In order to recreate an in-store experience for online shoppers, the brand introduced shopping guides and a virtual try-on feature. This feature provides customers with a comprehensive view of how their glasses will look and fit on the customers, offering a 180-degree perspective. While omnichannel entities are already making waves in the retail game, advancements in AI are generating exciting possibilities for the road ahead.