Shopify meets call tracking
Retailers should take a cue from Shopify and stop perceiving online and offline selling as a competition between marketplaces. Instead, they should recognize that digital and physical storefronts can, and should, complement each other in important ways. For instance, Retail Touchpoints reports that half of the customers who browse brick-and-mortar shops later buy online, and even more browse web retailers and then buy offline. More than a third of every dollar spent offline has been influenced by digital interactions — adding up to over $1 trillion in purchases annually. Increasingly, it’s beneficial for retailers to stop thinking of physical, digital, social and mobile as separate marketplaces but instead to look at all channels together, through a single lens.