By
Sean Adkins
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What's an online retailer to do? For some, the answer is opening small physical stores. The benefit of this seemingly backwards strategy can be significant, given that the vast majority of retail sales still happen offline. Many well-respected online shops (e.g., Warby Parker) have created the kind of alluring brand experience that consumers are excited to engage with in a physical sense. Just the same, the pitfalls of this move can be substantial. Brick-and-mortar locations for online retailers have to consciously avoid falling into the trap of over-expansion, or trying to carry enough inventory to satisfy every shopper that walks through the door.
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Sean Adkins
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