From Online to Offline: More Companies Doing It

Amazon — which recently announced that it would open a brick-and-mortar in Manhattan — is only the latest online retailer (but certainly the biggest 🙂 ) to decide to go multichannel. Other firms that have been making the move include Athleta, Boston Proper, Bonobos, and Warby Parker. In all of those cases, the brick-and-mortar stores supplement the main online business.
Recently, the American Express U.S. Small Merchant Group held a panel discussion about how various retailers were transitioning from clicks-only businesses to a multichannel strategy.
As reported by Jill Krasny for Inc., online retailers said they go offline for a variety of reasons, including these:
  • They can gain further customer insights — At Rent the Runway, “The opportunity to sync online data with offline experiences was just too good to pass up. It’s rare to [personalize data], but knowing a customers’ size, style, and habits really soups up the in-store experience.”
  • Customers want it — “For Bonobos’ founder Andy Dunn, opening a store in Manhattan provided an opportunity to help guide his shoppers.”
  • Opportunities to Educate — “Katia Beauchamp, Birchbox’s founder, was inclined to open a store because it really sucked to purchase beauty products on the Internet. Customers need to touch the products and put it in the context of their lives.”
 Here is a short video on the American Express panel discussion.



This entry was posted in Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 4: Store Location Planning, Part 5: Managing a Retail Business and tagged , , , , , , , , , , , , , , , . Bookmark the permalink.

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