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Brick-and-Mortar Retailers Survive in Online Times


December 13, 2017

Digital sales are at an all-time high. In fact, Adobe Digital Insights reported that shoppers spent $5 billion in 24 hours on digital platforms this Black Friday. While digital spending was record-breaking this year, brick and mortar stores also fared well, with foot traffic having “decreased less than 1 percent when compared to Black Friday 2016,” according to ShopperTrak and as reported by CNN Money.

But with digital sales so high, many question how brick-and-mortar retailers can survive and thrive.

eMarketer has good news for those questioners. The market research company found brick and mortar retailers did see holiday gains—those that have invested in their online presence that is.

For example, “between November 1 and December 1, Target has seen its online sales surge 47 percent, increasing its share of the market by 0.47 percentage points to 3.17 percent from a year earlier, according to Slice Intelligence,” eMarketer reported. Some steps the brick and mortar retailer has taken to make up the ground between online-only retailers like Amazon include having its physical stores play bigger roles as online fulfillment centers and “introducing a mobile payment feature within its online app that in-store shoppers can use for faster check-out while combining Target’s online Cartwheel savings offers and weekly ad coupons,” e-Marketer said.

For more information, view the full story on eMarketer.

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