Blurring lines between online and offline stores
In an era where hardly there is any line of differentiation in online and offline world, the retailers are now more concerned about achieving the stage of brand awareness. As consumers are open to infinite choices in the digital ground from domestic to international and from street products to luxury ones. Still, they trust a brand that has a physical store over the one that is only online. While people are navigating the physical space, they are also present in the online world.
A new trend is seen in recent past that established online retailers are investing in brick and mortar shops to generate more customer traffic. According to theguardian.com, reports, ‘In the last few years, some 20 online companies in the US have launched a physical presence to better market their wares, forge closer customer relations, and yes, boost online traffic and sales. Amazon aside, these include mostly specialty and clothing stores such as Warby Parker, Bonobos, Birchbox and Casper’.
So what makes a brick and mortar gain trust in consumer’s mind over only online brand. It is the physical presence, able to contact face to face and able to touch and feel the products. And what make the online brand make space in consumer’s mind is convenience, more choices and affordability. And hence not letting any opportunity go, Brick and mortar stores are dabbling in eCommerce and vice versa.
Given below is a breakdown of instances of same. Have a view
