Concepts in this trend seamlessly blend the online and offline retail experience, allowing customers to shop where and how they want, at any time. Online tools are being adopted for in-store use to bring the immediacy of online into the brick and mortar world.

Example concepts range from Auchan´s Click & Collect in France, till the Rakuten Cafe in Tokyo, an extension of the marketing and promotional services that the brand offers beyond the online channel, Rakuten.com.

Retail Trend Online Offline Mashup - Retail Innovations 10.