They Make a Connection
Today’s top brands know that trust and loyalty can no longer be bought. With the rise of mobile and social technologies, consumers are demanding more personalized and streamlined shopping experiences.
Gilboa attributes much of Warby Parker’s achievements to the company’s “intense focus” on creating memorable customer experiences and investing in the technology that propels this vision.
We built our point of sale in our stores, which we didn’t want to do,” he revealed. “But as we looked across what was available in the industry, we didn’t see anything that really delivered the experience that we wanted for our consumers, in particular, those that were engaging with us online and offline.
Coming to a City Near You
After finding their stride online, many digitally native brands are trading in clicks for bricks as they shift toward a more physical future. Over the next five years, eCommerce retailers are forecast to open 850 brick and mortar locations throughout the U.S. and Canada. Others plan to expand their brand through pop-up shops and placement deals with big-box retailers.
For Warby Parker and other previously DTC-only retailers, the addition of physical spaces was a strategic move to help to reinforce online sales by educating the public about their products and gaining their trust. For others, brick and mortar was always the end goal.
Article originally published by RETHINK Retail, a Valtech media company.