People are increasingly going online to shop for and buy merchandise, but this doesn't mean that brands are paying any less attention to their physical storefronts. In fact, merchants are now putting more focus into improving their customers' experiences while they visit brick-and-mortar locations.

The National Retail Federation highlighted some of the companies that are giving more attention to in-store experiences, one of which includes Nordstrom. This large department store chain has merged digital channels with their brick-and-mortar locations by having Pinterest displays and interactive elements for customers. The source also noted that another big-name brand, Neiman Marcus, is taking advantage of customer data to improve in-store experiences through more personalized interactions and product preferences.

One tool that is especially beneficial for merchants when it comes to making their customer experiences more engaging is mobile technology. IMedia Connection explained that as consumers increasingly use smartphones and tablets for shopping, these gadgets will serve as a valuable resource for brands to boost loyalty and draw in new business. The use of mobile in storefronts allows retailers to process transactions faster and offer relevant products and services that fit patrons' needs.

This entry was posted by Retail Pro on Monday, August 5th, 2013 at 6:09 am .