We are starting to see retailers realizing that the future lies in integration of online and in-store experiences. The latest example is C&A in Brazil that have integrated online data (in this case facebook likes) onto the clothing racks in store. Data is updated in real time, and the key question here is not whether this is cool or not? The interesting part is weather it drives conversion. Unfortunately only C&A will know in this particular case, but expect more of these initiatives in the future, since it's at the intersection of the online and the in-store experience that retail has it's competitive edge over pure e-commerce players.

Stellan Björnesjö

Online Strategist
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