By Ryan Laffler, Account Manager/Digital Director
For brick-and-mortar retailers, the internet has been a mixed bag. Sure, it allows them to reach a much wider audience than a street corner ever will, but it also begs the question: “Why have a brick-and-mortar location at all”? With costly overhead and property taxes, it can seem as though we were moving towards a day and age where online shopping ruled supreme.
However, the opposite appears to be true. Recent studies have shown that “webrooming,” in which customers research products online but purchase their products offline, continues to be many customers’ shopping preference. As eMarketer reports, over 90% of global purchases are happening offline, giving credence to the idea that most consumers like to be able to see, touch, and try merchandise in person before they buy.
Knowing this, it appears that brick-and-mortar stores are not going anywhere anytime soon. But how can you optimize your physical and internet presence to get the most out of both? To find out how retailers are reimagining their in-store experience, check out this article by MarketingLand. And for more information on how The Goss Agency can leverage your store’s physical and Internet presence in today’s fast-paced world, contact Dari Mullins today at firstname.lastname@example.org.