There are still merchants who operate solely through their brick-and-mortar locations, and there are businesses that maintain only websites. However, the majority of retailers use both methods for providing their products and services to consumers. Industry experts believe this is where the future of the industry lies, and failing to maintain stores and ecommerce platforms could result in poor sales and decreased customer satisfaction.

According to 1to1 Media, retail analysts gathered at the annual National Retail Federation conference last week and discussed their views on what is in store for the sector in 2013. Many stated that operating both brick-and-mortar locations and websites is key to success, as consumers are increasingly looking for multichannel options to browse for and purchase retail products. In addition, by managing these two strategies, companies are able to more effectively engage customers and build upon relationships through targeted communications and offerings.

Mobile commerce is further helping retailers boost their multichannel strategies and accommodate smartphone-carrying consumers, the source writes. Speakers at the conference noted that mobile options are not only for shopping, as they also give businesses tools for reaching out to customers and delivering content that is relevant to their needs. Applications and social media are some components which are boosting mobile engagement.