Online or Offline?
Some companies couldn’t decide which should be their prior focus to improve customer value: online shopping experience or in-store shopping experience. Online shopping provides convinience while many customers still prefer to shop in physical store where they can actually “feel” the products. I personally believe in-store experience drives online revenue. If customer had a very good experience shopping in store and confirmed the good quality the store provides, they may be more likely to shop again online and becomes loyal to the retailer. However, in the article “Which Is Better For Retail Sales, Online Or Offline Customer Engagement?” published on Forbes.com, Lisa Arthur thinks it all depends on data. Sometimes I feel that companies rely too much on customer data and might miss some valuable and critical customer insights. However, Lisa has her point. A weighted mix of online and offline marketing spending is neccesary. Here is Lisa’s point of view on this issue: http://www.forbes.com/sites/lisaarthur/2013/03/12/which-is-better-for-retail-sales-online-or-offline-customer-engagement/
As she said, “Leverage your data so you know your customers. Track your progress. Analyze your results. Successful marketing is well-planned marketing, and more and more these days, good planning requires optimizing a mix of online and offline tactics.”