Retailers shift their ad spending from TV, radio and print ads to digital ads.
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“The last thing any retailer wants is to invest in pushing shoppers to their site only to drive them away due to poor performance,” says Poepsel. “Successful retailers will be the ones that make site performance a priority because they will gain the insight into shoppers’ expectations and that will enable them to attract more customers and avoid wasting valuable I.T. resources. Retailers that don’t make performance a priority will be guessing at how to meet customer expectations.”