Companies that began strictly as online retailers are discovering the value of having brick-and-mortar stores to build their brand, according to an article on Retail Customer Experience.
In some cases plans begin with flagship stores, but for others they signal a more deliberate move into bricks and mortar. Take Warby Parker, a trendy eyewear retailer, for example. They realized a physical presence would be integral to their growth.
The business which began online four years ago now has eight locations either completed or in the works. Their website says, “Our retail spaces combine the snappy ease of online ordering with the fun and serendipity of real-life shopping (with a photo booth or two).”
Warby Parker’s statement is acknowledgement that businesses can develop a base with online shoppers, but growth in select categories requires the kind of awareness, product credibility and experience that a physical presence can achieve. The two channels work together in that customers who make their first purchase in the store may then be comfortable making future purchases online.
Read the full article on Retail Customer Experience to learn more about this trend and the specific benefits of having an actual store.