‘In-Store’ is in Vogue
The unthinkable is happening: online shopping is going offline. And I have some thoughts!
Hello y’all,
Let’s get one thing out of the way: I detest online shopping.
I hate having to keep returning or exchanging clothes and shoes, and STILL have them fit weirdly. Ugh!
So when I read Business of Fashion’s (BoF) article on online luxury resale platforms like Fashionphile and Rebag expanding into physical retail spaces to enhance growth and customer engagement, I (almost) screamed in joy. Fashionphile, for instance, plans to open new brick-and-mortar locations in several U.S. cities, aiming for a total of 14 outposts by the end of 2025.
This ‘online-to-offline’ shift reflects a broader trend where retailers recognize the value of physical stores in complementing online operations. In Europe, there’s a resurgence of brick-and-mortar stores, with Reuters reporting that physical locations can boost online sales in nearby areas by 10–20%, according to data cited by Cochrane.
However, the retail landscape is complex; while some areas see growth in physical stores, others experience decline. For example, The Guardian reports that in the UK, shopping centers have faced significant downturns due to store closures and the rise of online shopping, leading to vacant units and reduced foot traffic.
The online vs. in-store shopping debate is the ultimate “both-sideism” story. Online shopping offers convenience, broader selection, and ease of price comparison, appealing to consumers seeking efficiency. However, it lacks the tactile experience, immediate gratification, and personalized service that physical stores provide. In contrast, in-store shopping allows customers to engage directly with products and receive face-to-face assistance, fostering brand loyalty. Yet, it may be less convenient due to location constraints and limited store hours.
I would personally appreciate retailers so much more if they could integrate digital technologies, creating an omnichannel approach that blends online and offline advantages.
Implementing features like in-store kiosks for online ordering and price comparisons, personalized digital promotions, displays in fitting rooms to have associates bring you a change in sizes/any additional products, and interactive product displays can attract consumers that prefer efficiency to be a part of their shopping experience.
Additionally, offering exclusive in-store events, workshops, or loyalty programs can incentivize visits. Ensuring knowledgeable staff and exceptional customer service remains crucial, as personalized interactions are THE major factor that differentiate physical stores from online platforms.
While I do hate online shopping, I do like being efficient. I’m not undermining their importance, but these are only some ideas I would want implemented in physical stores that online platforms cannot replicate.
What do you guys prefer? Let me know in the comments below.
Until next time,
Cheers!
