Why There’s Still a Place for Brick and Mortar Stores in a Brand’s Repertoire

“This state of affairs continues because brick and mortar stores quite simply haven’t innovated. Shopping is the same as it used to be. In particular, when it comes to reflecting what’s on offer online there can be dramatic differences in-store. There’s nothing more frustrating than not being able to find what you’ve seen on a brand’s website or know that you’ve seen an offer online but not in-store (or vice versa). This has to change.

High street shopping needs to evolve and there is a huge opportunity for on-premise retailers to start now. Brands such as Apple and Nike are proving that brick and mortar stores are still essential in a retailer’s repertoire. The reason why these brands are achieving success is because they are creating an experience in-store and changing the ways people shop.” - Adrian Whitehouse, Alliances Director EMEA and APAC at Elastic Path, and Tjeerd Brenninkmeijer EVP of EMEA at Bloomreach