Bringing online shopping to (real) life

It’s the challenge of our times for retailers: you have a physical store and an optimised website, with customers who move fluidly between the two. So how do you merge the two? As consumers have embraced online shopping because of the ease and convenience it offers, bricks and mortar shops have increasingly become where people go to discover and research products. According to a study by The Intelligence Group, 72 percent of Millennials research their options online before going to a shop. So who is leading by example when it comes to combining physical and digital channels – and what can other retailers learn from them?