We have written before about the challenges facing traditional bricks and mortar retailers as more consumers continue to shop online. Embracing the online experience can not merely be an added service provided by traditional bricks and mortar retailers but must be an integral part of their marketing and distribution strategy.
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In many cases, this digital distribution channel is a retailer’s only real growth engine as consumers are reducing their time in storefronts and comparing, researching and shopping online.
This does not necessarily signal the demise of traditional bricks and mortar retailers, with almost 87% of retail spending in the U.S. still conducted in-store in 2016. However, the percentage of retail sales being conducted online in the U.S. has almost doubled since 2011 and continues to grow in the mid-teens whilst sales of traditional bricks and mortar retailers grew at only 3.3% in 2016 according to research by Digital Commerce 360.
So how have these traditional bricks and mortar retailers responded and how successful have they been to date?
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