Bridging the Offline/Online Experience

Retailers who have brick-and-mortar locations and an online presence frequently struggle on how to bridge these two unique, but vital, customer touch points.

Some of the Offline/Online struggles and questions are:

• What are the best ways to promote in-store email sign-up?
• How do we promote our stores in email?
• How do we train our store associates to ask for email addresses?
• Will promoting online over in-store result in lower performing stores and the cannibalization of our customer base?

Here is a good example of an email that World Market sent after an in-store email sign-up.  This email provides the best of both worlds. It adds the person to the email marketing list, promotes the benefits of online shopping, and also drives the customer back to the store with an in-store only offer.

What are some solutions you have found to the Offline/Online struggle? 

Please share your thoughts and ideas with us.