Online purchases aren’t wiping out brick-and-mortar stores just yet. According to Forrester’s US Cross-Channel Retail Forecast, the dollar value of transactions that are influenced by the Web in some way but are completed in stores will reach $1.8 trillion by 2017, up from $1.2 trillion in 2012. With more shoppers visiting an ecommerce site prior to vising a store (or having their smartphone in hand while shopping in a physical store), retailers need to ramp up their cross-promotions. Offer coupons online that can be redeemed in your store. Tease mobile users with discounts by texting customers when they’re near your store’s location. Create enewsletters and emails with pictures of products that can only be found in your store. Finally, ask customers what brought them into your store, and use their answers to plan strategies to bring them back in.
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