Like it or not, the holiday shopping season is officially here! The shift of in-store retail sales to online sales gets all the buzz these days, but according to the U.S. Commerce Department online retail sales were just 8.1% of the retail total in 2016. I’m sure that number will be up a bit when the 2017 numbers are final, but the overwhelming majority of retail sales still happen the same way they always have: in the store!
My wife likes to say, “How did our moms survive without Amazon Prime?” But, the truth is there is a major value proposition in-store shopping offers that online shopping never will: the in-store experience. Take clothing for example — feeling the softness of the fabric, judging the thickness of that winter coat, asking customer service for another size of jeans from the back, trying it all on, comparing the price of the sweater you like in one hand with the one you love in the other hand. And finally, you get to see it all, on you, right there in the mirror in real time.