Today’s issue of Forbes online has a great contributed article from Raj Rao, global director, eCommerce and Digital Marketing, 3M Corporate Marketing about their experience and approach engaging consumers online and in-store.

Rao points out research from comScore, Inc., that “Nearly half of shoppers who begin their search on retail sites make a purchase in the physical store, while 40% transact online.”

The relationship and the continued importance of connecting online, mobile and social campaigns with the in-store experience is critical for marketers, brand managers and others focused on consumer engagement and behaviors.

A logical consideration here is the integration of passive or interactive digital signage in-store, working with a highly relevant content strategy — to further enhance the overall shopper marketing experience.