Click-To-Mortar: How Retail Brands Can Use Data To Drive In-Store Sales
Retail brands are facing a difficult dilemma. On the one hand, they’re scrambling to defend their business models against the rise of e-commerce. Often, this involves building e-commerce sites of their own and trying to beat Amazon (and a host of up-and-coming direct-to-consumer brands) at their own game. On the other hand, legacy retail brands worry focusing on e-commerce will come at the expense of their physical retail business. The result is that retail brands end up feeling stuck and confused, unsure of where to place their precious time and resources. However, success in retail today doesn’t have to be an either/or proposition between e-commerce and physical storefronts. Indeed, many retail brands are using their storefronts to power online sales, but they can also use their e-commerce sites to drive people into stores. Read more at Forbes.
