Some retailers aren’t sold on the concept of digital channels being the primary driver of future growth, at the expense of stores. But most do see the value of digital channels in driving traffic to stores – and they have some thoughts on which work best once the consumer is actually in the store. Results from RSR Research’s “The Relevant Store in the Digital Age” reveal that nearly all retailers see their e-commerce sites as having a lot (58%) or some (38%) value in driving traffic to stores. And while there’s some angst about showrooming, 87% recognize that smartphones have a lot (50%) or some (37%) value in driving store traffic.
Other digital channels that retailers see as valuable in driving foot traffic are their mobile applications or websites (88%) and their email communications (91%). While retailers are a bit less confident about the ability of their social networking efforts to bring in consumers, 84% still see a lot (33%) or some (51%) value to their social media presence. Read the rest at MarketingCharts.