4 Tips for Integrating the Online and Offline Shopping Experiences

Retailers need to envision what an integrated in-store experience looks like, whether that's creating in-store push notifications, using beacons to drive messaging to shoppers or offering special deals for shoppers on your app.

Here are a few ways to create a seamless experience between in-store and mobile shopping:

1. Think of physical locations, websites and apps as pieces of the same puzzle. Some users search for deals or browse products online before buying them in-store. Integrating all three components gives your customers options and keeps them from turning to a competitor for a specific need.

2. Make sure your customers can browse anywhere. While physical stores are still useful for allowing users to interact with a product, having a seamless mobile presence is equally, if not more, important. Create a responsive site that works on all screens, and optimize it for convenient use.

3. Build a native app to enhance the buying experience. Focus on integrating your brand into a user's everyday life by creating a native app that offers personalized features, allows users to connect the experience with social networking, and facilitates comprehensive and convenient shopping. Being at your customers’ fingertips is key to driving repeat purchases.

4. Use online data to learn about your customers. Study the locations, ages, genders and styles of your customers. Save and revisit this information to target and customize offers. In addition, take advantage of this personalized information for emails, push notifications and more.

Consumers aren't choosing their favorite stores based on proximity. They're drawn to the best experiences that offer exclusive deals, fast browsing and simple checkout. Don't overlook these facts. Now is the time to dedicate your talent and resources to building the best online and mobile experience possible so you can charge ahead in 2015.