Our Mission

Learn who we are and how we serve our community

Leadership

Meet our leaders, trustees and team

Foundation

Developing the next generation of talent

C+CT

Covering the latest news and trends in the marketplaces industry

Industry Insights

Check out wide-ranging resources that educate and inspire

Government Relations & Public Policy

Learn about the governmental initiatives we support

Events

Connect with other professionals at a local, regional or national event

Virtual Series

Find webinars from industry experts on the latest topics and trends

Professional Development

Grow your skills online, in a class or at an event with expert guidance

Find Members

Access our Member Directory and connect with colleagues

ICSC Networking Platform

Get recommended matches for new business partners

Student Resources

Find tools to support your education and professional development

Become a Member

Learn about how to join ICSC and the benefits of membership

Renew Membership

Stay connected with ICSC and continue to receive membership benefits

Industry News

Invest in stores, Harvard study urges retailers

June 21, 2018

The vast majority of shopping is still done in physical stores — nearly 80 percent, in the case of apparel — so retailers ought to keep investing in their stores, according to a Harvard Business Review study.

Stores should not only be attractive to shoppers, they should also do more to gather data on those shoppers — an area in which they are behind the online merchants, the study asserts.

“Technology could be used to customize the in-store experience by encouraging customers to swipe their smartphones as they enter, so that their profile could then be used to tailor the experience and offers”

"Online sites have a wealth of data on shoppers — from their tastes, as indicated by previous purchases, to demographic information and preferences," the study reads. "In a store, however, a sales associate tries to guess a shopper’s tastes in real time. As a solution, technology could be used to customize the in-store experience by encouraging customers to swipe their smartphones as they enter, so that their profile could then be used to tailor the experience and offers. Stores should also make shopping memorable — through drinks and other hospitality services, for example — and encourage customers to complete their transactions online."

By Edmund Mander

Director, Editor-In-Chief/SCT