Gene Detroyer

Retailer Daily: Retailers See Digital Media Value Outside Store

September 1, 2010

FROM RETAILWIRE:
Retailers are more inclined to see digital media as providing value in driving store traffic than in improving the in-store experience, according to a new study from RSR Research. Ultimately, will digital media prove more valuable as a traffic driver or as a means to improve the in-store shopping experience?      [more...]

Dan Berthiaume, Editor, Retailer Daily is right. He says, "Watch anyone under 18 with a PDA and you'll realize the generation(s) coming up live their lives in the digital space. As they become the dominant consumers, they will be surprised by any retailer that doesn't offer substantial in-store mobile services."

However, it follows that these future dominant consumers and heavy users of Social Media and very tech savvy are also the ones that focus their retail purchases on line rather than in store. While the Social Media tool for retailers will have great value because it establishes a one-on-one relationship, it will not drive the users to the store, but to their internet portal.