Retailers admit they need to do more to fully embrace multichannel retailing but are increasingly prepared to turn to mobile and loyalty marketing to make this happen, according to a new study.
The research by 2ergo asked more than 900 retail business leaders for their opinion on multichannel retailing and the impact of key business challenges such as customer acquisition, loyalty and footfall.
A resounding 98% said their business “could do much more to integrate the marketing of their commercial offerings”. But 42% said they would use mobile marketing to get more people into their stores.
John Stevens, joint managing director at 2ergo, said: “Despite the importance of a multichannel approach, physical stores still remain the most important channel with 60% of respondents stating that bricks and mortar retail is their top priority.”