LAS VEGAS – Retailers are seeing strong growth in sales of online advertising, and they’re adopting data tools to help demonstrate the interplay between ecommerce and brick-and-mortar sales channels.
“The retailers are trying to find better ways to connect what’s happening digitally online with what’s happening in stores,” J. William Margaritis, senior vice president of digital and global ecommerce at Reprise Digital, said in this interview with consultant Joanna O’Connell at ShopTalk 2023.
“That’s one of the big frontiers that are being conquered right now. Brands want to know what’s happening very directly between online and offline,” he said. “They want to be able to track. They want to be able to measure, and physical retailers are in excellent shape to be the ones that unlock that.”
The creaky term “omnichannel” has been around for years to describe marketing strategies that encompass digital commerce and physical stores. It’s making a comeback as consumers seek newer conveniences, such …