Consider the main ingredients to a sale when a customer is in your place of business. You have product placements that suggest what a customer should buy, education on the products and services you are selling, the ability to experience your brand firsthand, and most important, people available to educate buyers and make a sale. All these make up the customer experience, and digital is just another component.
Clearly, bricks-and-mortar businesses that aren’t yet capitalizing on their digital channels were successful before the internet took over their industries. There are reasons for that success, and those can give you an edge over your internet-born competitors.
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