Conversion and the Changing State of Retail Traffic
Despite continued consumer attention to online shopping and headlines about Amazon, a closer study makes it absolutely clear that physical stores have a significant conversion rate advantage over online retailers. Like online retailers, brick-and-mortar retailers need to focus more of their efforts on converting the store traffic that they do receive especially since there is less of it.
If it is true that store traffic is undergoing a permanent and intractable decline, then what are brick-and-mortar retailers to do? How can they continue to deliver positive same-store sales when they get fewer sales opportunities in their stores?
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