Retailers must capitalize on how their customers discover them. According to a research, it was found that digital interactions are expected to influence 64 cents of every dollar spent in retail stores by the end of 2015. Online-to-offline commerce, or O2O, refers to a business model that utilizes online marketing efforts that affect a shopper’s interaction with a physical store. Retailers must incorporate an O2O strategy to measure their effectiveness. There are different O2O models according to columnist Adam Weiss. They are: Printable & Mobile Coupons, Local Offers, Card-Linked Offers, Location-Based Rewards and CRM matching. Read more at: http://marketingland.com/capitalizing-digital-trail-offline-purchase-2-141008