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It's no secret e-commerce has had an impact on brick-and-mortar businesses, and you can point to its growth in annual sales as proof: a steady 17% increase in annual sales year over year. However, people often miss out on the fact that e-commerce shopping is still tiny compared to brick-and-mortar sales. Also, the health of the brick-and-mortar industry shouldn't be summed up in just one metric.
It's not to say that e-commerce hasn't affected brick-and-mortar sales. More than 6,400 brick-and-mortar stores closed down in 2017, and key brands in the industry, like Sears, have also recently closed their doors. Much of that has to do with the growing e-commerce space.
Additionally, consumers are now largely plagued by the Amazon effect, which means they expect a seamless shopping experience with instant rewards. Consumers expect to find exactly what they're looking for with little effort and want the item(s) delivered within a very short time frame. However, this is by no means the end of retail. In fact, numerous stores have taken steps to take advantage of the intersection of technology and retail shopping.
Here are four ways you can optimize your brick-and-mortar experience to best fit today's modern consumer.