By Nikki Baird & Steve Rowen
As retailers struggle to create relevant, “local” experiences in digital channels, they are also challenged to maintain their stores’ relevancy – retailers must rethink the store’s role in a shopping process that increasingly relies on digital experiences.
RSR undertook an evaluation of how well retailers are using digital experiences to drive traffic to stores.
The net result across all retailers: while there are specific instances of localized inspiration, as a whole retailers have not implemented localization as a major part of their advertising strategy, particularly as it relates to driving traffic to stores.
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