Catering to needs of in-store, online customers boosts marketing effectiveness, revenue

Online retail sales totaled $75 billion in the second quarter of 2014, according to data from the U.S. Census Bureau. As consumers shop more using the Internet and cell phones, retailers must adjust their marketing strategies to reach these consumers. In a recently published study, a University of Missouri researcher found that consumers’ preferences differ when they are shopping in a physical store compared to shopping online. Catering to shoppers’ online and in-store preferences can increase the effectiveness of traditional marketing tactics such as direct marketing and enhanced customer service, the researcher found. —> Read More Here


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