Those who are thinking that physical presence of a retailer is no more needed, think again. While this is true that many brick-and-mortar stores are no more profitable to operate, there are ways how a firm may capitalize on this classical form of retail stores. This is particularly true when we are talking about high-end brands offering some unique experience through their physical presence.
How about Apple operating in over 18 countries, comprising of about 495 stores? And some of them are offering in-store classes for customers, dubbed as “Today at Apple”, where hands-on teaching sessions and demonstrations are being offered. Not to mention the personal touch in services when you visit a brick-and-mortar store and talk to an employee while looking around gadgets that interest you. Online stores are a bit impersonal and void of emotion, aren’t they? Oh, what is going on with Amazon this year with their first ever brick-and-mortar book store in New York? How about Amazon Go experimental brick-and-mortar store selling products to customers? Are we talking about sophistication, class and emotion when it comes to classical retailing? Probably yes. This trend has been seen in the global retail industry for the last couple of years and more retailers are joining this classical bandwagon. Let us keep an eye on this trend and see how customers respond to this changing landscape of “modern” retailing.