You can’t beat shopping online for the convenience it offers busy consumers. However, savvy retailers are now finding ways to integrate their online operations with their brick-and-mortar outlets. The opposite is also true with some online businesses opening physical stores. These changes are giving consumers more opportunities to save time and money along with the advantage of buying exactly what they need.
A recent article by Stephanie Clifford of The New York Times, discussed the growing integration of the online and offline experience offered by retailers so they are profitable while remaining relevant for shoppers. Since the Internet has become an integral part of everyday life it has increased our desire for immediacy. Realizing this fact, Walmart, the Container Store, Sears, Apple, and Nordstrom, allow items purchased online to be picked up at their local outlets. With this option, customers avoid shipping fees and the time incurred between making a purchase and redeeming it.
Transformations affecting retail businesses abound to keep up with consumers’ desires. Those which were online-only for years have augmented their operations with physical outlets and other brands found in mass retail outlets are introducing company-owned stores.
An example of each is below:
The popular Greek-style yogurt, Chobani, which is sold at grocers in the U.S., just opened its first retail location in New York City’s trendy Soho area, stocking items in addition to yogurt and giving the brand its own unique presence.
Athleta, Gap Inc.’s line of stylish athletic wear catering to active time-pressed women, began as a catalogue and online business in 1998. Its first retail store opened in San Francisco last year and then added 20 outlets where classes in yoga, Pilates, running, plus others are offered. Athleta plans to double the number of stores in the near future expanding along with the increasing desire for active woman to remain fit and embrace sports as discussed in this Wall Street Journal story.
Retailers are fulfilling consumers’ desires whenever possible. Whether it’s during a 2 a.m. online search for a little black dress or while browsing at the mall for an espresso machine, factors such as the online and offline shopping experience, the buyers’ values and the products’ features, are all important considerations for today’s marketers.
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