Omnichannel Evolved: How Harmonic Retail™️ Adapts to the Changing Needs of Today’s Customer

 

DeAnn Campbell, director of retail strategy and development at Harbor Retail, spoke about the evolution of omnichannel on this episode of MarketScale’s Retail Podcast. Harmonic Retail™️ is a concept developed by Harbor Retail to address the changes retailers face in today’s marketplace.

“Harmonic Retail is all about flexibility and staying in tune with the customer,” Campbell said. “It’s responsive to the customer. It asks all those channels to adapt and flex to stay in tune with the customer as they move along that path to purchase.”

Creating unexpected shopping experiences are a way companies are using Harmonic Retail. Campbell cited a recent IKEA example where they set up a popup store inside a subway station in Asia to introduce their brand to a new set of potential customers.

“Our country’s annual growth rate is at an all-time low,” she said.

This low birth-rate means a dearth in tomorrow’s shoppers. Retailers need to extend their brand to all generations, including nontraditional markets. One of the essential tools for retailers is stores.

“E-Commerce needs stores,” Campbell said.

But the role of the traditional brick & mortar store has evolved. Campbell said stores should be used in conjunction with online ordering, and that process must be fluid. People may order online and pick up at the store. People may browse the store and then shop that same store online.

“The truth is, in harmonic retail, you may never sell an item in the store,” she said. “However, that store is integral to that eventual online store purchase.”

One example of Harmonic Retail changing a traditional shopping experience was Nordstrom’s, which Campbell said recently rolled out a new fitting room in a newly opened New York store. These modular, portable, fitting rooms include smart mirror technology, with adjustable lighting, call buttons to engage with a sales clerk, and iPads to check out different colors and sizes.

For the latest news, videos, and podcasts in the Retail Industry, be sure to subscribe to our industry publication.

Follow us on social media for the latest updates in B2B!

Twitter – @MarketScale
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

Follow us on social media for the latest updates in B2B!

Image

Latest

intelligent audio systems
Redefining Security: The Critical Role of Voice in Intelligent Audio Systems
April 1, 2025

In the world of security technology, vision has long taken precedence—cameras, analytics, and access control have dominated the conversation. But what if we’ve been underestimating our oldest, most human sense of communication: voice? The rise of intelligent audio in security systems marks a turning point in how we protect spaces and people, shifting from passive…

Read More
How PSA is Empowering Integrators to Navigate AI, Mobile Credentials, and Modern Business Challenges?
April 1, 2025

As the security integration industry contends with rapid technological advancement and increasing business complexity, many integrators are looking for the tools, training, and guidance to keep pace. At the center of this evolution is AI—transforming not just the products integrators deploy but also the way they operate their businesses. Meanwhile, the shift to mobile credentials…

Read More
biometric face authentication
Biometric Face Authentication Moves from High-Security to High-Convenience
April 1, 2025

Facial recognition technology has long hovered on the fringe of mainstream adoption, promising futuristic solutions but often shackled by high costs, limited applications, and public skepticism. In 2024, however, a pivotal shift is underway. Thanks to advances in edge devices, reduced price points, and changing attitudes toward digital identity, biometric face authentication is now…

Read More
SIA RISE
SIA RISE is Shaping the Industry Through Community and Intentional Growth
April 1, 2025

The security industry is experiencing a quiet revolution—one led not by technology alone, but by a new wave of passionate young professionals. As legacy systems give way to modern, cloud-based platforms and mobile-first solutions, the need for fresh perspectives, diverse skill sets, and energized leadership is more pressing than ever. One organization at the forefront…

Read More