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Digital Brands Are Shaping The Physical Retail Of The Future

November 29, 2018: 12:00 AM EST
Physical retail is fighting back, although with more than a tinge of e-commerce about it. Digital innovation is being used by brick-and-mortar stores to attract customers, partly because the direct-to-consumer e-commerce startups are opening physical stores. Brandless and Glossier have opened pop-up stores, and Glossier now has a New York flagship outlet. Traditional retailers are bringing D2C startups into their stores: for example, Harry’s Razors in Target and Birchbox in Walgreen’s. Other retailers are using a range of digital initiatives. Macy’s is rolling out a ‘store within a store’ in several locations, branded as Facebook and showcasing best-sellers on Instagram. Digitally-native brands have also been using their online experience to bring new approaches to physical retail, such as online fulfillment to minimize in-store inventory and real estate space.[Image Credit: © Brandless, Inc.]
Andrew Lipsman, "How Digitally Native Brands Will Shape Brick-and-Mortar Retail in 2019", eMarketer , November 29, 2018, © eMarketer Inc
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