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.
The Potential of Geolocation for Revolutionizing Retail
It could be great for companies, but customers need a reason to participate.
November 13, 2015
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Customer Focus Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Customer Focus. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to keep your customers—and their most important needs—front and center.