Sears. Gymboree. Payless. Charlotte Russe. Diesel. Run the clock back 20 years, and this list describes a pretty good section of the typical local mall. However, in 2019, these businesses are just a few members of former retail strongholds that have declared bankruptcy.

In spite of this plethora of store closings, retail is generally doing well, as is ecommerce. And bricks-and-mortar retail itself also is still performing. Even digital giant Amazon has gone offline with its own physical stores.

The reality is that retail marketers need to adapt to the journey of today’s consumer, and that journey is far different than what it used to be. Retailers must think through all the touch points consumers have in their purchase cycles and consider what they want to achieve along the way.

Here are six key questions every retailer that operates a physical store should consider:

1. What drives a consumer to choose between a visit to a physical store and buying online?

Some consumers looking for the best prices visit physical stores to comparison shop. Brands must amend their digital presence to meet those needs. Alternately, other shoppers who are wary of crowds, long lines and limited in-store selection opt to buy online instead. Brands must also…


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