There have been a lot of questions about the potentially murky future of physical, brick and mortar stores. This article takes the position that brick and mortar stores are far from dead. The first point that is made is that physical retailers can and should use technology to enhance their offerings rather than view it as a competitive item that could cause customers to break away from brick and mortar stores. The second and final point made is that pop up shops are gaining momentum because they serve as modern showrooms for brands.
- Physical retail stores have been viewed as dying when compared to the online shopping world. The brick and mortar stores can use technology to provide a continuous customer experience.
- The physical store can use technology in-store and become a showroom, collection point, and brand space. The customer gets an experience in-store.
- Pop-ups and physical stores can become even more important by incorporating technology. A good location and a well displayed store “brand” will draw in customers that continue a relationship online.
“Customers still prefer to get really involved with their products, meaning that the physical store will maintain its relevance and adapt to become a showroom, collection point, brand space or experiential location.”