Professors at Wharton say that physical stores have advantages that online stores do not. Retailers are starting to realize that when opening new stores the customer experience needs to be reinvented. “It’s hard to get a sense of what a brand stands for from just a website, but a physical store allows potential consumers to experience the brand at a deeper level.” says Jonah Berger, a Wharton marketing professor. This article explores what makes a successful mix of physical and online stores. (Knowledge@Wharton)

A Forrester analyst says that most retailers think the role of digital is about increasing transactions and fail to see that it’s really about influence. Retailers should be looking at how to use digital in-store to deliver better, omni-channel experiences to customers while they are shopping. He also says that although in-store data capture has skyrocketed, only 12% of the data is being used for analytics currently. “If we could get this right for the store, imagine how conversion, engagement and sales in-store will lift and the experience will change dramatically.” Forrester also offers top tips for personalizing commerce in-store. (

Ben Adam is a consultant at Leapfrogg, a retail marketing agency for premium and luxury brands in the UK. This week he discusses the common mistakes online retailers make in website user experience. Testing a retail website with just five users can reveal 80% of the website’s usability problems. Some of the most common issues include page speed, poor product descriptions, product imagery, lack of delivery returns information and checkout security. Resolving any of these common site issues can have an immediate impact on website conversion rates. (Leapfrogg)

This week our Raymark Blog includes a compilation of Ted Talks on ideas and strategies to help retailers improve the customer experience. The talks are on retail design, customer behaviors and the science of shopping. Part 2 coming soon! (Ted Talks for Retailers Part 1)

Feature Photo Source: leasqueaky on flickr