Many retailers who got started by only offering online storefronts are now slowly moving toward the idea of having brick and mortar stores. While it may seem strange to think about, online based retailers see a value in having a few real world stores that customers can actually go in and see and touch the products they are going to buy.
- Many digitally born businesses are taking the plunge into physical retail as they tap into the rise of the experience economy
- Amazon’s rise was due to the fact it could undercut high street competitors on price and convenience, contributing to the demise of Borders, among others.
- While bricks and mortar presents an ever more compelling business case for online retailers, this does not mean they are following in the footsteps of traditional retailers
“The majority of Warby Parker’s sales are through e-commerce and 80% of its customers who have visited the store have also visited the website, according to Blumenthal.”