Offline to online. Online to offline. Today’s consumers live multi-dimensional, multi-platform lives –and their buying behaviors reflect that same complex dynamic. In many ways, retailers are now racing to catch up.
Kelly Alexander's insight:
Online or offline is neither better than the other but how a company engages with their consumers matters. Online and offline each have different benefits depending on what product the consumer is purchasing and their individual needs as a consumer. The article highlights that although online sales are growing rapidly it is important to optimize both online/offline mix to ensure your customers are presented the most desirable options. I believe engagement is important both online and offline because a relationship is created with the consumer and could potentially lead to customer loyalty. Although is consumer engagament beneficial for all companies? Do all consumers want to build relationships?
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