Exploring The Practical Significance Of Online Retailers Opening Physical Stores

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With the growth of pure online retailers, industry analysts have been questioning the future of the store.

What are the things that online retailers are doing to ensure growth and market share?

With the emergence of the all channel retail strategy, the mobile terminal and PC end experience has gradually become a complement to the customer experience rather than competition in the physical store.

Retailers need to maintain their original competitiveness and find ways to provide seamless user experience in various sales channels.

Birchbox and Frank&Oak are two of them.

According to the latest consumer survey, 78% of consumers prefer to shop in physical stores, and the number of stores is 6 times more than that of online shopping.

This reflects the fact that most of the major sales practices still occur in physical stores.

In 2013, the US Census Bureau reported that 94% of retail activities were conducted in physical stores, and only 6% of pactions were reached online.

For online retailers, the benefits of a physical store can be summarized into three parts: multi sensory consumption experience, better logistics and consumer service, and strong brand relationship.

There is nothing like putting the product directly on the hand, perceiving the texture and observing the nuances, which are absolutely impossible for online shops.

We found that 73% of consumers would like to touch the material and try it before buying the goods, and the entity store provides such a place.

Customers can also put a series of products together to compare references so that they can make better purchase decisions.

In addition, the store has been upgrading the store space, so that the customer experience in the shop is more thoughtful and perfect.

At the same time, the entity store has effectively eliminated the hesitation of online shops: size and tailoring. Which color do I prefer or better fit? These are the problems that must be solved in physical stores.

BaubleBar, an online retailer specializing in clothing and jewellery, is like some other online retailers who invest in offline stores. They understand the unique experience of direct contact with products and find the importance of customers in physical stores.

After several investigations into the physical store, BaubleBar opened a fixed location shop and planned to continue to increase it.

The experience of these physical stores can not only plate into more sales and reduce returns, but also increase the number of repeat customers.

Usually, an online retailer will start a stage as a product display space and a storage and pportation center to support online business and complete online orders.

Because of the existence of entities, and reduce the time and cost of pportation, it is also beneficial to both consumers and businessmen.

Just this month, Amazon announced the opening of a physical store in downtown New York as a 20 year old online retail giant, which is a breakthrough.

The store will be located at Herald Square, near the famous Messi department store and The Empire State Building. It is one of the biggest traffic places in New Yorkers.

Amazon also stressed the importance of omnidirectional strategies in the statement, which of course could have a significant positive impact on the retail business of real estate.

A physical shop study found that convenient and quick delivery and return can promote sales growth.

Online pactions, remote returns, businesses can expect net sales of 77%, while online sales of physical stores return 18% additional sales, which is expected to lead to net sales of 95%.

Strong and lasting brand relationship

When we move from a trading based retailing era to a relationship based retailing era, American consumers are looking for more than just products themselves. They are looking forward to establishing a harmonious long-term relationship with the company's brand culture through trading.

This demand is not an easy task for online retailers, because their main mode of interaction is still through computer screens or smart phones.

That's why online retailers are looking for physical shops as a way to attract customers, and further develop strong, trust and lasting relationships.

Warby Parker is an online eyeglass retailer. It successfully integrates offline stores into online stores to better maintain the integrity of customers' experience.

In this beautiful and fashionable physical space, customers can freely wear all kinds of glasses, do eye examination, and give them big glasses with their glasses on.

Warby Parker gives consumers a complete and interesting experience space, and at the same time, it gradually increases the long-term trust relationship with customers.