Think Tank: Why Physical Stores Are Critical for Digital Natives

Department store locations were once considered the only means for D2C brands to expand into brick-and-mortar, but digitally native brands are now seeing great value in opening storefronts of their own. In fact, digitally native brands are set to open 850 brick-and-mortar stores within the next five years, according to a recent report on more than 100 top online retailers. And, as the cost to acquire customers online increases, I expect this trend to accelerate. Here are four reasons why brands such as Adore Me, Untuckit, Casper and other well-known concepts are moving beyond department stores and turning directly to retail property owners for support in pulling off successful pop-up and permanent locations. Proprietary space is a powerful marketing tool. Citing the increased ability to control brand messaging, visibility and the customer experience, D2C brands are investing in new stores of their own. Physical stores allow consumers to experience and engage with a brand, its products and its culture, creating a powerful customer experience and contributing to deeper brand loyalty. Adore Me Store  Adore Me When it comes to e-commerce, shoppers are easily distracted from an online purchase and every click away from a product page could lead to an abandoned cart and unfinished transaction. Acquiring

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