Retailers use a wide range of digital marketing strategies, like online-to-offline (O2O) capabilities, to drive consumers to their physical locations.
In a recent study from Blis and WBR Insights, a plurality of retail professionals in North America said they use resources like location-based advertising, interactive maps and localized social media accounts.
But just how effective are these tactics? Well, some say they do a good job in driving in-store traffic, while others feel there's room for improvement.
When asked to rate the performance of their digital strategies to guide customers to physical locations, just 2% of retail professionals surveyed said it was excellent. For the most part, many either said it was good (28%) or adequate (32%).
There were those, however, who felt differently. More than three in 10 respondents said it needs improvement, and another 7% rated it as poor.