3 ways to keep the personal touch in brick-and-mortar retail

RON LUTZ | November 20, 2018

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The news frequently portrays brick-and-mortar retail as on the verge of collapse at the hands of online shopping. However, IHL Group recently conducted a study and found that, contrary to popular belief, brick-and-mortar retail is growing. The study identified 4.5 percent growth in 2017, and the first six months of 2018 have already shown a 5.5 percent growth. However, it is important to note that this growth is coming at a time when online sales still account for only a small chunk of total retail sales 19 percent  through the first half of 2018. The personal convenience of online or app-based shopping is likely to continue to draw more consumers away from in-store environments. Brick-and-mortar retailers must determine how they will evolve throughout the entire brand experience. The answer is as simple as delivering an in-store experience that is purposeful, measurable and memorable.

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