The traditional operating model is based on the assumption that consumers begin and end their shopping experiences in one place, usually the store. But that assumption is no longer valid; the explosive consumer adoption of “smart” mobile phones has triggered new anytime/anywhere shopping behaviors. Now consumers can carry the store around in their pockets and purses, and retailers have responded in the last several years by offering new digitally-enabled shopping options to extend their Brand into the digital domain, including offering new order fulfillment options such as buy online/pick up in store, order from store A/pickup in store B, order in store/fulfill direct.
Bellow you can find a report by RSR: Omni-channel-retail-the-next-bext-thing