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Customers expect to have the same experience with a store no matter where they are shopping – in a brick and mortar location, on the store’s website via laptop or on the store’s app via mobile device. Combining online and offline data helps retailers stay informed about their customers so they can drive customer loyalty and increase revenue. The article opens with a description of the way the shopping world has changed – instead of brick and mortar stores as the cornerstone of a community, customers are now doing their shopping in many other ways and across various devices. To attract customers in today’s digitalized world, you need more than a welcoming storefront — you need experiences that make an emotional connection with customers to draw them in and keep them coming back; data is the way to do this.
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