A recent post on Shopper Culture reports on eBay's storefront takeovers, which combines online, offline and mobile shopping experiences. As the physical and digital worlds continue to merge a seamless shopper experience is needed. But an understanding of the role of each medium is also needed according to Integer's Ben Kennedy (Group Director of Mobile Marketing) in a recent Mobile Commerce Daily article.
“People will enter a store to be inspired, to feel better, see products that they have never seen before, presented in a beautiful way – it’s not going to be for convenience [because] same day delivery and online platforms provide this value,” he said.
“Today, this doesn’t happen in a lot of stores, which provides both an opportunity and a challenge to an online retailer. Data generated through online and mobile platforms will empower online retailers to offer a very unique and differentiated customer experience through physical outlets.”
Warby Parker has already started to harness the power of mobile data at their store front to track traffic patterns. How do you think online retailers will evolve their physical presence?
