Technology is revolutionizing traditional business practices, making it impossible for brick & mortar stores and online retailers to exist independently of one another. Today, consumers are blurring the line between online and offline channels, without distinguishing between the two. Thus, it’s all the more important that online and offline customer experiences be seamless. Retailers need to recognize this fact and adapt accordingly. That’s why many have started implementing web-to-store strategies in order to drive customer engagement and create new or additional sales opportunities.