Traditional brick-and-mortar retail stores have many disadvantages when competing against online counterparts. Online stores are always open and are available anywhere, have “endless aisles” and can use digital tools to personalize offers to customer preferences. Nevertheless, physical stores do offer customers a number of significant benefits, including immediacy, personal service, and the ability to offer a truly immersive experience.
Recently, however, leading physical stores have discovered that they can also harness the power of powerful digital marketing tools and integrate them directly into the in-store experience. New technology promises to allow retailers to beat online players at their own game, transforming the customer experience and dramatically improving their positioning.