Brick-and-mortar retailers have a significant advantage over e-commerce to drive sales this holiday season but the vast majority of retailers do not have – or have even considered – formally developing conversion rate optimization (CRO) strategies for their physical stores. The fact that CRO is largely untapped by retailers in their brick-and-mortar stores is what makes it such an exciting opportunity, according to Mark Ryski, Author and HeadCount’s Founder & CEO.