The Trend In "Clicks-to-bricks"
In this omni-channel world, online darlings are “future proofing” their strategies with the addition of offline experience – in many cases, stores.
Everlane opened its first permanent store earlier this year. “We said we would never be off-line, and then,” Bonobos CEO Andy Dunn explained, “we realized off-line really works.” Reportedly, when Warby Parker opens a store, their e-commerce performance increases by approximately 15-20% in the area.
A brand’s ability to integrate experiences in the right channels is critical to success in this ‘on demand’ market. New York restaurant empire Momofuku just fully launched its delivery-only restaurant: Ando. 6 weeks later, demand was high enough that its needed to expand. Toad&Co, a retailer and distributor of sustainable lifestyle apparel, is on a mission to double its business in the next 3 years, including opening 20 physical stores.
These are examples of brands that understand the fundamental role of brick-and-mortar retail is shifting; it’s no longer uniquely about a monetary transaction but rather, a network of various types of value exchange and an integral part of a friction-free shopping experience: inspiration, testing labs, service sites, and shipping/distribution centers.
Also explore: L2’s Interactive Tool (how brands’ mobile strategies compare?)