Online and physical stores must compliment each other to make the most of digital’s capabilities

Sometimes we overlook that 61% of sales still occur in the physical store. Despite this, there is still a big unknown around who the majority of those shoppers are and who actually walks in and out – especially since only 20% or less buy. Most importantly, we still don’t know what products browsers are considering purchasing but don’t actually buy.

With the adoption of capabilities on personal mobile devices, marketers are looking for opportunities to appropriately digitise the in-store experience and measure with comparable precision – commonly associated with online marketing. In order to increase the footfall in-store, and also encourage customers to participate, brick and mortar retailers need to provide mobile experiences that are similar to those that consumers are already familiar with through online shopping. It’s really about the ideal blend – a recent survey shows that 65% of shoppers prefer the physical store over online and mobile and 85% want to touch and feel products.

Related: How high-end fashion went virtual at Ted Baker

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