Retailers no longer need prodigious fleets of stores in order to reach their shoppers, and the coronavirus pandemic has made this clearer than ever.
As the acceleration of e-commerce continues, the role of the store is being profoundly challenged. Why drive to the mall when department stores and luxury brands alike make their products accessible at one’s fingertips?
Today, stores must be treated as marketing opportunities as well as marketplaces. They exist as spaces where shoppers can interact with products and engage with brands without necessarily completing a transaction. This case study offers a framework for the future role of brick-and-mortar retail in meeting business objectives.