In this month’s issue of Seattle Business Magazine, a thought-piece from our team was published discussing how brick-and-mortar is competing with online retailers.
In today’s world, the line between brick-and-mortar and online retail is becoming more and more blurred. Reality dictates that retailers must now live and thrive across multiple channels (physical, online, mobile, etc.) to effectively compete – and shoppers demand it. More physical retailers have not only established, but are steadily growing their online presence, and even some online retailers are venturing into an actual physical storefront. Ultimately, the focus is turning less from location and more to the consumer and what is best for him/her.
Consumers seamlessly and simultaneously traverse physical and online retail channels with increasingly higher expectations. They mandate a consistent, holistic and connected experience from the retailers they choose to engage with – the “omni channel” approach. So then, what becomes the true differentiator for retailers that spans channel? Brand. The core promise of a brand, consistently delivered across all channels builds positive perception and emotional connection among shoppers, which drives differentiation, but more important, loyalty.
In the spirit of continuing this conversation, what are your thoughts?