According to a recent study from Harvard Business Review, 73% of 46,000 respondents use multiple channels … and are worth more by every conceivable metric. Google’s research shows that 85% of holiday shoppers “will shop for a gift by starting on one device and finishing on another.”
Decades-old retailers are now boasting double-digit sales and profits thanks to multi-channel marketing. And ecommerce retailers are bridging the online-to-offline (O2O) divide, creating three-dimensional brand experiences with pop-ups and launching “click-and-mortar” style showrooms in the real world.
But for all the promise of this new reality brings, there’s one crucial detail everyone seems to skip when discussing it:
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