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Physical vs Digital Retailers: Is one the death of the other?

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When online stores started becoming a more popular way to shop, pundits predicted the death of all brick-and-mortar stores. Here we are, more than a decade later, and we still have retail stores. There are some brick-and-mortar retailers that became giants on-line and there are some on-line brands that have opened a physical store.











Some of the brands that opted to start online and then get physical are listed below and they have become even more popular because of their brick-and-mortar store.

1) Warby Parker
2) Amazon
3) Beta Brand
4) Everlane
5) Athleta
6) Piperlime
7) Bauble Bar









There are other physical retailers that offer a a great online shopping experience as well:

1) Best Buy
2) Macy's
3) Target
4) Anthropologie
6) GAP
7) Urban Outfitters

Advantages of a Physical Store:
• Customers are able to interact with products
• Sales people can provide one-on-one information
• No shipping fees
• Instant gratification

Advantages of an Online Store:
• Less time consuming for customers
• Easier to search for items
• Quicker cost comparisons
• It is open 24/7

So, to go back to my original question, is one the death of another as it was once predicted? Clearly we can say no based on the fact that brands have embraced both options. However, brick-and-mortar stores have had to adapt to the changing retail landscape. Shopping in stores can be time consuming so they need to make it more entertaining and well merchandised. Also the sales staff has to be top notch and offer outstanding customer services.

There are some items that lend themselves to be purchased online more easily. Most of these products don't require customer interaction or it is a repeat purchase. However, there are some products that need to be touched and experienced. My guess is Warby Parker realized this and knew they could increase their popularity and brand awareness with a physical retail space. This means that retailers and brands need to offer both options and excel at both. It is great for consumers but retailers need to stay on top of changing trends both on-line and in-store.
 
Patty Jensen is Vice President of Account Services at JDA Inc, a graphic design firm that specializes in supporting companies' branding and retail efforts with a Unified Marketing approach. To learn more, click here.
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Steve Berke said…
I think this article will fully complement you article. PLease continue publishing helpful topics like this. Regards, from Always Open Commerce.
February 6, 2017 at 12:10 AM
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