You want your customers to love your brand, regardless of how they shop. In-store? Online? Who cares, as long as they keep coming back!
In reality, it’s not a question of whether to prioritize in-store or online shopping; it’s all about creating a magnetic shopping experience. Most shoppers are using both channels on a regular basis, as well as mobile and social media. You need to be sure that wherever they go, they’ll have the best possible shopping experience.