By  on July 24, 2014

Omnichannel might be the buzz word, but brick-and-mortar still plays the pivotal role in value creation.

In an A.T. Kearney study, “On Solid Ground: Brick-and-Mortar Is the Foundation of Omnichannel Retailing,” the conclusion is that value creation — brand-building and product awareness — is distinct from value capture, the channel where the sales transaction occurs. Further, 90 percent of all retail sales are transacted in stores, and 95 percent of all retail sales are captured by retailers that have physical locations.

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