You run the marketing for a small retailer with an existing eCommerce business. They're expanding to 20 stores within the next few months with the goal of growing total sales, both online and in-store. What approach should you take that would assist in achieving their goal?

The correct approach is Omnichannel + Store Centric because it balances the business's existing digital infrastructure with its aggressive physical expansion. An omnichannel strategy allows the retailer to capture shoppers who research online but purchase in-store, optimizing for total sales regardless of where the final transaction occurs, while a store-centric focus ensures that the 20 new physical locations receive the dedicated local visibility and foot-traffic support necessary to succeed during their launch phase. By combining these two approaches, the retailer can utilize Google’s automated tools to drive high-value customers to both the website and the new storefronts, maximizing overall ROI as the brand transitions from an e-commerce specialist to a multi-channel retailer.