Let’s get physical!
A prime example of the bricks-and-mortar advantage is the growing trend for in-store collection, also known as ‘click-and-collect’ or ‘buy online pick up in-store’ (BOPIS). As delivery costs rise, more and more shoppers are choosing this more economical option.
However, research shows that as well as being more convenient, this collection method also has a hidden benefit for a brand’s bottom line. According to a study by logistics technology firm Doddle, 85% of consumers who collect an online order in-store go on to make an additional purchase during their visit.1 This trend demonstrates the power of physical stores.
Even in these days of increasing digitalisation, there’s nothing quite like shopping in person, especially when it comes to fashion and lifestyle. In fact, 70% of fashion shoppers surveyed by retail software provider Bazaarvoice prefer a hybrid shopping experience that combines physical and digital.2 One of the main reasons for this is that shopping in-store offers a key advantage that even the slickest website cannot match: The shopping experience.
The in-store environment can offer many multi-sensory touchpoints that are impossible to replicate on a screen. When you enter a store, you’re immediately greeted by pleasant smells, inviting displays and uplifting music. Ideally, you’ll also be greeted by helpful staff to guide you and sometimes even with a tasty treat for when you get hungry. In today’s economy, consumers are increasingly looking for a little bit of escapism in their shopping experience.3 A well-designed store can provide just that and put shoppers in the mood to spend.
However, when it comes to online shopping, brands have little or no control over their customers’ state of mind. When your website or app is your brand’s primary customer touchpoint, the risk of distraction and dissatisfaction is much higher. In fact, data from SaleCycle shows that 80% of online shopping carts are abandoned.4 So, how can a physical store help digital-native brands make a lasting impression on consumers? The following examples of companies that have made physical retail a key part of their strategy illustrate how setting up a physical store can help digitally native brands win more loyal fans.
