While online is overtaking the store for browsing, search and discovery, the physical store is still an essential part of the consumer engagement mix as well as the preferred venue for completing the purchase, according to the study.
The key to this approach is delivering timely, relevant and compelling marketing communications via mobile and social channels, according to one expert.
Tim Mason and Miya Knights explain how online shopping presents an opportunity for brick-and-mortar retailers, and is not a threat, given potential for meaningful customer connections.
With major social media players such as Instagram, Facebook and Twitter positioning their platforms as customer acquisition channels, retailers are seeing benefits beyond advertising-only.
Tim Mason, CEO of software company Eagle Eye, examines how retailers can mitigate issues of fraud by leveraging customer and staff loyalty initiatives.