How brick-and-mortar retailers can attract business in an e-commerce world

MARK BOEDER | August 6, 2018

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Almost every day we read about another major retailer closing its physical locations. Wellknown brands like Sports Authority and Payless have liquidated and filed for bankruptcy, respectively. A little over a year ago, Ralph Lauren announced it was closing its flagship store in Manhattan as part of its plan to help optimize the store portfolio and shift toward new and innovative customer experiences.These "new customer experiences" have trended toward online shopping that can be done from the comfort of one's own home or even via a smart device. Many of today's retail giants invest heavily in e-commerce in order to meet the demands of evolving customer needs. With competition tougher than ever, how can traditional retailers attract customers to their physical stores? Online shoppers almost always have to wait for their purchases to arrive (or pay extra for overnight shipping), so as a brick-and-mortar merchant, why not highlight the ability to deliver on instant gratification? It's best to market this type of strategy to customers in your neighborhood. Make sure you are known in your market with signage and local advertising, and be sure to have an online presence that notes your physical location to ensure customers can easily find your store when conducting research.

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