The relationship between digital and local stores is changing

In this article Google’s Sameer Samat investigates how the relationship between digital and local stores is changing.

It looks a at why it’s important for retailers to think of blending their digital presence with their physical stores. Leading retailers are offering in-store pickup for items bought online, supporting home delivery of products purchased in-store and showing product availability at nearby stores in search results. These strategies create a better experience for shoppers, but they also boost the bottom line.

The bridge between digital traffic and foot traffic has become a competitive necessity in retail. The retailers who embrace these new realities—who connect with their customers seamlessly, no matter where those shoppers happen to be or how they want to buy—will be the retailers that win. It’s those on-the-go connections that are the future of shopping.

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