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6 Things To Consider Before Opening A Brick-And-Mortar Store

Source: Endicia

You hear stories about retailers closing physical storefronts and you wonder what’s going on.

While there may be some trepidation when it comes to the viability of running a brick-and-mortar store, it seems like more and more online-only businesses are now making the leap into physical stores. Amazon, for instance, has opened half a dozen bookstores in the past couple years.

Why would an e-commerce company that practically sets the bar for all other e-commerce companies make a move into physical retail? Miriam Sontz, CEO of Powell’s Books, said this is Amazon’s “acknowledgment of the inability of the internet to provide a certain retail experience that book buyers enjoy.”

There are other reasons why previously online-only businesses have ventured into in-person retail opportunities. A physical storefront:

  • Increases brand awareness for people who have not otherwise encountered a business online.
  • Gives customers the ability to physically interact with merchandise.
  • Cuts down on the numbers of unnecessary returns online businesses process.
  • Provides more opportunities for data collection, which is specifically why Fabletics chose to open retail outlets.
  • Creates a true omnichannel experience.
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