Digital-Native Retailers Are Giving Physical Stores a Radical Makeover

FLAVIO PALACI | January 18, 2019

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Online brands are opening brick-and-mortar shops, using technology and data-driven customer insights to transform the in-store experience. On Black Friday in 2018, online spending in the U.S. leapt 24 percent from the previous year. By contrast, in-store sales fell by 7 percent and footfall was down 9 percent. These numbers might give the impression that brick-and-mortar stores are losing relevance with consumers, but several successful online-only retailers are actually opening physical shops — and traditional brands can learn from them by looking at why and how they’re doing it. There are many reasons for online-first retailers to add an offline presence. For one thing, physical retail still accounts for about 85 percent of global business-to-consumer commerce. And although digital retail is growing, so is in-store retail. PwC’s 2019 Global Consumer Insights Study — to be released soon — shows that 24 percent of consumers regularly used mobile to shop in 2018, compared with 11 percent in 2014, and 49 percent regularly shopped in a physical store in 2018, versus 36 percent in 2014. Stores allow consumers to experience and engage with a brand, its products, and its culture.

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CafePress Inc.

The recognized pioneer in the customizable retail products industry, CafePress is a leading online retailer driven by personalized content and products that are aspirational, inspirational and motivational. Founded in 1999 around driving self-expression through the intersection of printing & technology innovation on hundreds of retail products, today CafePress has evolved into a celebrated "platform" that provides individuals with the ability to express ideas, feelings or passions on hundreds of items they can choose to share with the world or treasure in private. CafePress’ reach extends through hundreds of customizable items, a vast community of designers and via partnerships with highly recognizable major brands and entertainment properties.

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