Can the internet save brick & mortar retailers?

Online retail is expected to grow 12 percent this holiday season over last. Why? The major reason is that I think more people are going online, hence clicking on more ads, links, product comparisons etc. Volume of web traffic is driving online retail. There’s a question that is nagging me… Would brick and mortar retail also grow at 12 percent if they used the internet to drive in-store? The logic is that they would capture consumers who are online more now more than they are reading papers, TV etc. Is biricks and mortar getting killed because the media they use is reaching less people as more people stop reading mags and newspaper and go online? Simply put, if bricks and mortar retailers used the internet to drive in-store, would they actually grow in line with online retail? Topic for a future blog post but curious to get your reactions.

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