I was in a meeting this afternoon with a client, talking about driving customers from a website in store. We had some interesting metrics around that sort of conversion, one thing that stood out for me though was what people saw and experienced when they first walked in. Making sure people are catered for and have the experience they expect when they walk into the store is exactly the same as them landing on your web site; when they click a link or punch in a URL they have an expectation which must be met if you want them to remain.I suppose I found it ironic how much time we spend talking about new media when we're able to draw so much on history. I don't think you can underestimate the value of being digitally-savvy, but inspiration and insight comes from the strangest places.
