Is In-Store Shopping Dead?
Do you remember when online shopping was predicted to be the death of in-store shopping? It would seem right now that this prediction is coming true as large and small retail stores some of them over a hundred years old close their doors the world over. Except, in my opinion, that’s not what’s happening. And I believe many entrepreneurs and retail executives are missing a HUGE opportunity. What is happening is that many bricks and mortar businesses have adopted online really well, and so they can offer both, and it turns out consumers like it because what online-only fails to satisfy is real life is BRAND INTERACTION. What futurists predict will happen is that people will predominantly buy online; however, they will visit bricks and mortar shopfronts (or pop-ups) to engage with their brand.
Customers are already seeking brand activations, opportunities to try on samples, and in-store social experiences.
As a result, stores will become fewer and smaller, but more luxurious with a focus on people and BRAND. This is called CLICK & MORTAR!
So if your marketing strategy and business model do not focus on providing customer brand experiences, then you need to start now or perish, and that is why so many retail stores are closing; they have failed to morph quickly enough to satisfy consumer need for quality brand experiences.
As always, I would love to hear your thoughts on the CLICK + MORTAR model; please comment below!