Online Retailers Are Experimenting With Brick-and-Mortar Stores
Some ecommerce retailers are investing in the establishment of brick-and-mortar stores. They are executing this strategy in order to differentiate themselves, to establish better brand-customer relationships, and to provide face-to-face interactions according to Susan Warren in her article for MarketingSherpa.
This article discusses an interview with Debbie Hauss, Editor-in-Chief, Retail Touchpoints, on the establishment of physical stores by online retailers. While undertaking this strategy can be expensive and require much time and planning, establishing an omni-channel plan enables the ecommerce retailer the opportunity to achieve a competitive advantage.
Hauss suggests the following steps to online retailers interested in establishing brick-and-mortar stores:
-Experiment with new locations via mobile stores.
-Open pop-up and showroom stores.
-Utilize customer data to create an effective brick-and-mortar location.
This strategy enables ecommerce retailers to provide optimal shopper experiences across multiple shopping channels.
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