Offering Praise for the ‘Internet-Resistant’ Retailers

As consumers continue to spend more time shopping online — and posting reviews of stores and brands — traditional retailers struggle with ways to have meaningful engagement with customers that results in consistent conversions. Here, Dan Brickner, principal and executive vice president of brokerage services at Metro Commercial, shares his insights into what’s working at retail right now, and how “Internet-resistant” brands are connecting well with consumers. WWD: What are some of the challenges facing traditional retailers today? Which segments are most vulnerable and at risk? Dan Brickner: Failing to resonate with consumers is the biggest challenge facing retailers today. Those that do will survive, those that become irrelevant will shut down. In addition, any retailer whose goods can be purchased online but has failed to connect with their customer through a streamlined omnichannel delivery model are most at risk. Dan Brickner  This includes delivery of a seamless service from start to sale and thereafter. Customer reviews and ratings are a huge part of the overall retail experience. They influence buying decisions as customers seek reassurance for their purchases. Brick-and-mortar retailers are watching how digitally native brands are merchandising their physical stores and the use of technology embedded in the overall experience. WWD: And which segments

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