About your Physical store as the only true product-value amplifier for your brand/brands

 

We already know that, as ecommerce is booming, traditional brick-and-mortar stores are losing their exclusive role of distribution-points for goods.

As a result:

  • many traditional retailers are in (deep) trouble
  • a few others are going (very) well

Average numbers may suck, nevertheless there are many significant “local maximums”, for example:

  • traditional brick-and-mortar players like Dollar General and T.J. Maxx (in the US) are success stories
  • many luxury retailers are literally thriving in many areas of the world

These “local maximums” are more often than not localized on the opposite sides of the market:

  • off-price retailers, fighting openly on price and convenience
  • upscale retailers, offering brand-value and exceptional in-store shopping-experiences

Off-price retailers are in direct competition with online retailers (e.g. Amazon), while upscale retailers offer an in-store shopping experience that cannot be replicated online because:

  • the shopper interacts with real products
  • the shopper interacts with nice, consultative Store-associates
  • bricks-and-mortar stores offer same minute delivery

Recap: are you a traditional retailer?

Consider that your physical stores are still – and will be in the future – the only true product-value amplifier and the best advertisement-vehicle for your brand/brands.

Andy Cavallini

 

 

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