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The Blurring of Online and Offline in Retail

With the rise of omni-channel, brick-and-mortar retailers have a significant opportunity to leverage online channels to drive foot traffic and increase business within their stores. However, with all of the options now available, which online opportunities should retailers focus on? Which will bring the most impact to retailers’ bottom lines today, and what’s on the horizon?

We think the most immediate opportunity to drive sales lies in online testing and offer innovation. For years, e-commerce retailers have utilized A/B testing to drive higher sales. Typical results include significant increases in website conversions, lifts in “adds to cart” and higher revenue. Consumer goods companies are now starting to leverage the same approach to test promotions online before rolling them out in their brick-and-mortar stores. Serving these test promotions to shoppers via the web is helping retailers discover all kinds of new, much higher performing promotions, which can lead to a dramatic increase in in-store promotional ROI and volume sales.

Check out the infographic below to learn more about offer innovation and other online opportunities that brick-and-mortar retailers should keep a close eye on.

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