Case Study | Tapping Into the Future of Physical Retail

Because the acceleration of e-commerce continues, the position of the shop is being profoundly challenged. Why drive to the mall when department shops and luxurious manufacturers alike make their merchandise accessible at one’s fingertips?

Retailers not want prodigious fleets of shops with a view to attain their customers. The coronavirus pandemic made this clearer than ever: manufacturers and distributors from Gap to Zara are reducing their physical footprints. However the retailer isn’t useless; it’s simply evolving. In the present day, shops have to be handled as advertising and marketing alternatives in addition to marketplaces. They exist as areas the place customers can work together with merchandise and have interaction with manufacturers with out essentially finishing a transaction. The shop is a operating advert, and if a client walks out with out shopping for one thing, they are going to not less than be extra more likely to return, or to hunt out merchandise on-line for buy later. Digital goes hand-in-hand with brick-and-mortar commerce. Navigating this evolution can be essential for any model or retailer hoping to develop in 2020 and past.

Nevertheless, embracing the brand new mannequin of shops doesn’t imply rejecting the basics of brick-and-mortar retail. Comfort, ease and good customer support are extra essential than ever. What does that appear like in a multichannel buying ecosystem? How can manufacturers and retailers steadiness these fundamentals with the brand new digital calls for of shoppers?

The aim of this case research is to information firms via a brick-and-mortar technique to maximise gross sales — each in shops and on-line — within the post-pandemic market. We selected 4 retailers as an instance totally different elements of this problem: Warby Parker, the digital native; luxurious division retailer Neiman Marcus; Sephora, the make-up mecca dealing with new challenges on account of Covid-19; and Browns, a London boutique that has invested in experiential retail below the possession of the net market Farfetch.

Each model’s retail technique can be decided to some extent by its personal distinctive attributes. This case research is not going to present a guidelines of instruments and applied sciences that each retailer should make use of. Slightly, it presents a framework for a way style firms can ponder the position of brick-and-mortar retail of their enterprise aims.

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