Local Retail Playbook

The future of shopping isn't local versus online—it's both, together, all at once. New research shows that digital now drives a surprising number of in-store sales as shoppers gather information and buy wherever it's convenient for them. To make the most of this trend, ambitious brands are changing the relationship between their local stores and digital presence: how they share local inventory with shoppers; how they offer mobile experiences for showrooming customers and, especially, how they build their teams, budget their marketing and measure results in an omnichannel world.