Retailers (with offline businesses bigger than their online channel) would argue that their store shoppers fuel online sales. This argument is fair but these retailers also claim 95% of all online sales come from their offline shoppers. This I have a problem with. The percentage is large, I give them that, but it’s not 95%. I suspect around 60% of online sales are influenced by store shoppers.
There are many retailers whose store I would never physically visit (JoAnn, Michael’s and Autozone come to mind) but I wouldn’t mind visiting their site and reviewing their brand experience online. See, I believe online experiences can create offline loyalty.