Friday, August 3, 2012

From Online to In-Store: E-Commerce Expansion Into Brick-and-Mortar

Recently, online fashion retailer Piperlime announced plans to open its first brick-and-mortar location in New York City. For many, the announcement seemed to fly in the face of conventional wisdom given the competitive pricing and other advantages e-commerce providers have over traditional retailers.

Why would a successful e-tailer like Piperlime want to take on the additional cost and headaches associated with a physical store?

Not surprisingly, the answer has absolutely nothing to do with price – but with a growing realization that for certain products and types of buying experiences, consumers still prefer in-store customer experiences.

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