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What if the web proves to be an ally to traditional shopping?

What do Wal-Mart, Nordstrom, Target and Macy's have in common? These four American retail giants have recently seen their figures figures falling or below expectations concerning revenues from sales in their stores, compared to online growth.

Bryan Pearson, Forbes contributor and LoyaltyOne president, suggests four strategies to be implemented in order to increase purchases in-store by exploiting the great potential of the web.

  1. Collect the goods in-store. This is an option which is already offered by retailers like Macy's, Kohl's and J.C. Penney: the consumer chooses the desired products online and picks them at a selected store, where other complementary products can also eventually be bought.
  2. Pick up the prize in-store. Promoting an online contest where the prize must be picked up by the winner at the physical store: a simple but effective strategy to bring customers into the store.
  3. Sell some products exclusively in-store. The online stores can be used to advertise products that will be available only in traditional retail stores. This is an efficient strategy often used by Target, Macy's and Ikea.
  4. Make the shopper part of the experience. For example, an experience such as participation in a charity initiative, which is able to make the customer feel part of a community and at the same time increase sales.

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