The line between traditional and digital commerce is blurring. Statistics show that 63 percent of shopping occasions begin online. This means that no matter where customers are making their final purchase — online or in a brick-and-mortar store — their online experience serves as the deciding factor in whether or not they will go with your brand.

Over the years, online shopping has significantly changed the global marketplace. This resulted in numerous physical store closures for traditional retailers. In July 2019 alone, Coresight Research recorded over 7,062 store closures across U.S. retail chains. If the pace continues, you can expect the inevitable fall of suburban malls as prime shopping destinations.