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One of, if not the, biggest hurdle for retailers has always been the balance between brick-and-mortar stores and the vastness of e-commerce space. Each of these environments comes with its own host of struggles. Brick-and-mortar stores have to maintain the staff needed to run and operate their physical locations while utilizing new tools to help adapt to consumer expectations. On the other side, a lack of loyalty, real-world services, and forging emotional connections are something digital-only retailers struggle with.
One way that retailers are dealing with this is by building “phygital” bridges to help solve some of these issues. These bridges help to:
- Combining online and brick-and-mortar commerce together
- Updating in-store technology and signage
- Leverage digital tools to help consumer experience
The balance between these two environments will only continue to expand over time but some of these new tools can help companies adapt quicker and more effectively.
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