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The Knowledge Economy.

It’s September 4th, 1998 and Google was just founded. Fast forward 20 years and Google processes 68,516 searches per second. That means that 68,516 real people around the world know something they didn’t one second ago…welcome to the Knowledge Economy.

Retail isn’t dead, but boring retail is.

Would you be surprised to learn that 90 percent of purchases are still made in-store? Well..surprise! Traditional retailers are worried that the rising popularity of Ecommerce (heard of Amazon?) is replacing brick-and-mortar stores – understandably so. To remain competitive, retailers need to drive brand awareness by engaging with customers where they spend the most time – on their “me machines”.

Brands that leverage digital strategies are seeing an increase in foot traffic at their physical store locations and experience the growth realized by engaging with new audiences. Successful retailers are using social channels to forge deeper connections and create a vibrant customer experience that extends from the store to online.

What do your Google reviews say?

The credibility of your business depends on real customers reviewing their in-store experience. Have you ever Googled a store to see their hours and noticed a bunch of one star reviews? Chances are you have, and chances are you opted to take your business elsewhere. Reviews are a free way to gain credibility and build a brand known for exceptional customer service – take advantage of it!

Same same, but…same.

Your brand should be consistent across all platforms – both on and offline. This means creating a website that feels like an extension of the in-store experience. Do you have brand colours? A certain font you use in-store? These are the details that let consumers recognize your business across channels, and brand recognition is a powerful driver of repeat business and brings greater customer lifetime value.

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Dana Doswell

Author Dana Doswell

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