Modern customers do not buy either online or on-site. The buy online AND offline. Today's customers get information on the Internet on websites, forums and in local stores. The boundaries of online and offline are blurred. Products are purchased online, picked up in local stores and undesired items are returned in the stationary store.
Augmented reality simulates applications; hybrid consulting combines online-expertise with the salesmen’s know-how, not available products are purchased in store and sent to the customers’ homes, coupons are activated via Foursquare and redeemed in retail stores.
Marketing campaigns begin on Facebook and continue in the store - or the other way around.