Cover Story: Child's Play

"Is that perfect? Of course not," says Wing. "The relationship between the channels has always been difficult, but it's more easy today then ever before because our data is more connected."

Brick-and-mortar stores, on the other hand, drive registrations, which are predominantly a part of giggle's online marketing strategy. "Our store employees always ask for the email addresses of customers," Wing says. "We've been doing this since the beginning."