Here’s an excerpt from Chapter 3 of our State of the Industry report on stores: The era of vague warnings about the death of brick-and-mortar retail appears to be fading, as brands increasingly recognize the strategic value of physical stores. In a survey conducted by Retail Brew, 32% of respondents said they maintain a balanced physical and online presence, while 27% said they operate primarily physical stores with a limited online presence. Companies cited several strategic reasons for continuing to invest in physical retail, some of which may surprise skeptics. When asked why they were opening stores, 62% said it was to improve brand perception, followed by driving foot traffic (60%), and increasing customer loyalty (58%). Conversion gains ranked lowest among the motivations at 32%. Michael Brown, partner and Americas retail leader at consulting firm Kearney, explained why that may be the prevailing view. Keep reading here.—JS |