In today’s omnichannel path to purchase, stores still reign supreme when it comes to the actual point of purchase. Even by 2016, Forrester predicts brick-and-mortar sales will still account for 91 percent of overall retail sales.
Yet many physical stores have been neglected as companies focus on newer channels like e-commerce and social media. Certainly, it’s important to invest in those channels. The 2012 Digital Shopper Relevancy survey by global technology expert Capgemini indicates that 71 percent of shoppers rate the Internet as important or extremely important in choosing a product, and 56 percent rate email that way.