Role Reversal: Why Pure-Play Retailers are turning to Brick and Mortar to Engage Consumers

April 8, 2014

Piperlime, Birchbox, Warby Parker…What do all these pure-play retailers have in common? They are investing in brick-and-mortar stores.

Not too long ago, showrooming, the act of browsing in-store before purchasing online, was seen as a retailer’s worst nightmare. So much so that one brick-and-mortar retailer tried to charge customers for looking without the intent of making a purchase. But now online-only retailers are realizing the advantages of having a store presence. Blueport breaks down how brick-and-mortar stores have evolved to suit e-commerce and tips on how furniture retailers can stay ahead.

Brick and Mortar Engagement

Pure-Play Retailers Hop on the Brick-And-Mortar Bandwagon

Birchbox is the latest pure-play retailer to hop on the brick-and-mortar bandwagon. But instead of just adding another outlet to sell products, they are utilizing their store to engage shoppers and build a lasting relationship with them. The store will also utilize technology to create an engaging and memorable experience, such as allowing shoppers to look up product descriptions and reviews on iPads.

So why are some retailers turning back to brick-and-mortar stores? Recent studies show an increase in webrooming, or the act of browsing online before purchasing in-store:

  • 78% of US shoppers engage in webrooming, compared with 72% who admitted to showrooming
  • Consumers increasingly expect consistency online and in-store when it comes to products available (51%), pricing (69%) as well as deals and special offers (57%)
  • 71% of consumers expect to view in-store inventory online

Whatever path shoppers take to make a purchase, it is clear that a combination of online and in-store shopping increases consideration and most likely conversion.

Omnichannel is Not Just About Stores and E-Commerce

While having a brick-and-mortar presence and an e-commerce website is a start, it doesn’t mean your business is omnichannel. Here are a few tips to help you get on the omnichannel track:

  1. Treat your stores as fulfillment centers. Location is key to speedy delivery and likely your stores are located in densely populated areas. Make your stores work harder for you by housing enough inventory in-store to make faster deliveries to your shoppers whether they purchase in-store or online. Allow the option of in-store pick-up and cross-store shipment and you’re golden.
  2. Give your shopper the ultimate in-store experience through customer service. Having a positive experience in-store will make shoppers more likely to visit you again on their digital devices, even after they shop around or don’t make a purchase with you right away.
  3. Sync up your delivery times, pricing and promotions everywhere. Shoppers have come to expect consistency in their desktop, tablet, mobile and in-store experiences. Make it easy for them to shop anywhere, on any device – the ability to do this is the true linchpin of what it means to be omnichannel.

In furniture, we know that stores still matter – they will never be replaced by technology and UPS because shoppers still like the store experience and to touch and feel before they buy. However, they also demand the convenience of shopping anywhere at any time. This is precisely why furniture incumbents are fortunate to have the infrastructure in place to enable a modern and engaging furniture shopping experience. By embracing both showrooming and webrooming, you’ll be well on your way to being at the forefront of furniture commerce.