Transitioning from an online retailer to a brick-and-mortar store may sound difficult, but preparation can be the key to your retail success. Many online brands like Warby Parker, Zappos, and Bonobos have been opening their own stores for the past decade and have seen amazing results. Take a look at these helpful tips that we have compiled to help you build your future brick-and-mortar store as an e-commerce company!
To begin with, before opening a new location, you should consider doing some extensive research as to what types of cities fit your target market and demographics. You can begin this process by opting-in opening a pop-up store in your possible region. By using this approach, your results can demonstrate your foot traffic, and customer interaction. This approach is a good option for e-commerce brands looking to see if building a brick-and-mortar store is right for their business. Once you feel comfortable with the results of your pop-up store, then you may be one step closer to opening a permanent location!
Birchbox’s Transition of Online Retailer to Brick-and-Mortar
Birchbox is a great example of a popular e-commerce business opening a brick-and-mortar store to give their devoted customers a chance to interact with the products before their final purchase. With more than 800,000 women subscribed to the company’s monthly beauty sample boxes, and over half of them purchasing the full-sized versions afterward on Birchbox.com, this company has built a strong following in the time span of three and a half years. At the only brick-and-mortar Birchbox location, you can build your own box and the store layout has been designed in a way that the products are merchandised by category and not by brand, so the customers don’t have to walk all around the store to see a different brand of the same product.
Teamwork makes the dream work.
Lastly, of the last keys to success in finalizing the decision to build your brick-and-mortar store is teamwork. The teamwork associated with planning and executing the retail space can make the entire process more enjoyable and exciting. You should be focused on the journey of providing back to your customers and giving your customers the best experience possible. Whether your brand ends up opening a permanent store, pop-up or short-term space, experts agree–having a brick-and-mortar presence often strengthens the trust between the brand and consumer.