The Value of Knowing Your Customer

There are some who continue to predict the decline and ultimately the disappearance of brick-and-mortar retail. That's not only apocalyptic, it's not even realistic. Retail stores as an entity aren't likely to disappear in the foreseeable future. However, many stores will cease to exist by trying to ignore or prevent the changes in how people shop. Activities like showrooming are only going to grow. Rather than fight them, it's time to embrace and empower shopper behavior inside and outside of the store.