Brian Honigman is a marketing consultant, professional speaker and freelance writer. This post originally appeared on the blog SumAll.
The online world and out of your business online should be a consistent experience that meshes well together. As your store and out of online sites can help support one another in a variety of ways, but the approach of each store separately limit the full potential of your business, miss key opportunities.
A new era of tech events began
We're back in New York in November for the 4th edition of our technology event focused on growth.
last year and already in 2014, many top e-commerce sites like Warby Parker, Birchbox bonobos and opened the bricks outlets and mortar to better serve their clients. Many of these companies have opened physical stores because of their data sources telling them that's what their customers wanted to complete their experience with each brand.
The data of their more informed analyzes of their decision to expand their offerings and make a greater impact with their clients. Here is the best way to synchronize your e-commerce store online with your brick and mortar store offline.
Educate your staff on all of your business
The staff who work in your retail stores should be very familiar with your e-commerce store and vice versa. associated retail should be able to reference your website to direct customers to the products and related services that either improve or replace their experience in the retail store.
When your retail staff help customers use your website and provide instructions on how they find certain products, it will help you immensely to drive future sales and enhance the experience of customer service. Your website will often stocked with items that are not available to some of your points of sale, making your store a destination that your customers can count to find specific items.
If an item is not available in a specific color, size or style, your retail staff can quickly review your e-commerce store to see if the product the customer is looking for is available online instead.
Some companies like Party City, a party supply store allows customers to shop online in their retail store and there are no grounds for shipping their orders in some places since a customer has already taken time away day to visit the retail store.
Train your staff on the in and out of it on both sides of your business to ensure that there is a consistent experience for your customers online and offline to help convert visitors into customers.
Social media should generate traffic and conversations both stores
The content shared with your social media following should always vary to include different types of media such as photos, videos, GIFs, and more, as well as various mail meet your various product and service offerings, various topics of interest to your audience, and updates on current promotions.
Your content shared on social media should approach the events with your e-commerce store and your physical retail stores. Discuss sales happening online and in your physical stores to further drive awareness of the two possibilities to save on your products or services.
Where possible, the content of the target linked to some stores to ensure that members of your audience see this information. 
Facebook allows businesses to target members of their audiences based off of several different demographics, one of them being the geographical location.
This is an extremely useful way to target certain areas where your brick and mortar stores are located to ensure that the message is relevant, instead of sending the update to all of your public line which may be a distance away from a particular retail location.
As seen above, the Sephora makeup brand held an event in New York that would only probably attended by customers in the tri-state area. Therefore, the mark has not shared with the entire audience, and targeted certain geographical areas; hence the speed symbol on the Facebook post, which implies that it is content to be sent to a specific audience.
Implementation of lead generation email marketing sign-ups in your physical stores
Many retail stores today as Urban Outfitters and Macy gives the opportunity to have their recipes emailed to them instead of store customers who print to the register. This not only paper but also allows retailers to capture the email addresses of their existing customer base.
There is an opportunity to reach customers who usually visit your brick and mortar store on your online store in the future because you can now ask them if they want to opt-in to your marketing emails. Customers are more likely to say yes to your request since you already have their email and began compiling a profile on their buying habits in the evening gives them a better experience.
When collecting the email address of a customer in the store, you are able to build a customer profile that allows your organization to track their buying behavior on your line and offline stores. This is extremely useful for the restoration of the experience for your customers once you know a lot more about their preferences and individual habits.
Once you have collected email from a customer in the store, you are able to target this client with your email marketing, social advertising and display to drive more conversions on your online store and your future visits to retail stores.
For example, Twitter and Facebook allow businesses to target customer base from their e-mail addresses to provide them with relevant offers, reminders to return to your store and relevant content to help grow a stronger relationship with your brand.
With a little coordination between the efforts of your retail stores and the team, your company can generate more online sales and capture customers in the purchase funnel.
Creating a mobile application to provide a seamless experience between e-tail and retail stores
A mobile application is the best way to synchronize initiatives between e-commerce and brick and mortar stores since customers can access your application from a compressed set up in your retail store or their own mobile device while shopping in your physical store.
mobile app for your business can allow your customers to compare prices, see what is in stock online, learn more about a product, get exclusive access to content online products, mobile offers only apply to store, share social integration to make it easy for customers to share their visit to your store with their network, a store finder and more.
By developing a mobile application to meet your needs, you connect to both your online and offline customer with a consistent experience that allows access to your brand first-hand your consumption their buying habits.
A mobile phone is now the first point of a consumer experience with a brand and your greatest opportunity as a company to reach your customers at every stage of the purchase funnel touch.
Fashion retailer Uniqlo uses its mobile applications to generate foot traffic to physical stores by improving the brand image. Capitalizing on using a calendar application, a recovery application, a mobile application for their online store, application, recipes, and application of beauty, Uniqlo seeks to provide value to their customers on a consistent basis to improve their current experiences with the brand.
Not to mention, its shopping application allows a customer to scan individual elements logos to provide additional information via Video on certain product lines and styles.
Uniqlo has created an ecosystem of mobile applications to better connect customers with diverse experiences in store, what should be a long-term goal for your business. Today, many companies have a single application to support their retailers and ecommerce stores, so you can connect your customers through their experience with your brand of mobile resource dedicated.
What is the biggest dam of your organization in coordinating your efforts online and offline? Have you seen other successful examples of e-commerce and brick and mortar integrations? Please share your comments below; we would like to hear you