According to the National Retail Federal, there was a record 65 percent increase in buy-online, pick-up-in-store sales during the 2018 Thanksgiving and Cyber Monday shopping weekend. Judging by these results, it is apparent that brick-and-mortar stores continue to play a vital role in consumers’ retail shopping habits. While the internet and social media have made it easier for would-be shoppers to conduct research and become more educated about the products they wish to buy, it appears that consumers still want to physically touch, feel and experience those products before making a purchase.
Interestingly, when investigating this multichannel shopping experience, the International Council of Shopping Centers (ICSC) found that having a physical store not only improves a brand’s name recognition it also increases retailers’ share of web traffic. This is perhaps just one of the reasons why many pure e-commerce players are increasingly partnering with venerable brick-and-mortar brands and/or opening physical stores where they can make genuine connections with shoppers and strengthen their brands.
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