As online sales continue to grow and e-tailers, such as Amazon, move into physical store sales, brick and mortar retailers must evolve to thrive in a climate where consumers are using multiple channels — web, mobile, and in-store, for a combined digital and physical purchasing experience. While online sales are growing at astounding rates, in-store retail sales remain 10x larger. This is because consumers want a hands-on experience that the in-store environment provides such as physical discovery, atmosphere, and interaction, elements not possible with an online experience. In the world where data is king and consumers are provided with many purchasing options, brick and mortar retailers must provide engaging physical and digital shopping experiences that is coupled with a simple sales transaction to thrive in the new retail environment. Implementing a connected commerce solution that combines customer insights, instant promotions, real-time product availability, and simplified transactions will allow these retailers to provide better customer experiences, improve store loyalty, and maximize sales and profitability.
