{"id":21462,"date":"2024-07-04T04:15:00","date_gmt":"2024-07-04T11:15:00","guid":{"rendered":"https:\/\/www.logiwa.com\/?p=21462"},"modified":"2025-08-04T08:31:21","modified_gmt":"2025-08-04T15:31:21","slug":"brick-and-mortar-stores","status":"publish","type":"post","link":"https:\/\/www.logiwa.com\/blog\/brick-and-mortar-stores","title":{"rendered":"From clicks to bricks\u2014why online retailers are investing in brick-and-mortar stores"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.22.2&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_row _builder_version=&#8221;4.22.2&#8243; _module_preset=&#8221;default&#8221; width=&#8221;auto&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.22.2&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text ul_item_indent=&#8221;30px&#8221; _builder_version=&#8221;4.22.2&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221; sticky_enabled=&#8221;0&#8243;]In 2024, the retail landscape is coming full circle, with brick-and-mortar (B&amp;M) stores making a resurgence. More online retailers are opening physical stores to complement their ecommerce businesses, fostering a <a href=\"https:\/\/www.icsc.com\/news-and-views\/icsc-exchange\/icsc-halo-effect-iii#:~:text=In%202018%2C%20The%20Halo%20Effect,the%20power%20of%20physical%20retail.\">\u2018\u2018halo effect<\/a>.\u2019\u2019 After a decade where ecommerce rapidly took center stage, transforming consumer behavior and leveraging technological advancements, brick-and-mortar stores are making a big comeback.<\/p>\n<p>This clicks-to-bricks trend addresses the ever-growing demand for personalized shopping and immersive shopping experiences that today\u2019s customers are accustomed to. Let\u2019s explore and discuss the meteoric rise of the brick-and-mortar trend, the factors fueling it, and the brands that have successfully managed the online-to-offline transition.<\/p>\n<p><!-- Table of Contents --><!--more--><\/p>\n<div class=\"blog-toc\">\n<p>Contents<\/p>\n<ul>\n<li><a href=\"#1\" rel=\"noopener\">The rise of physical stores for online retailers<\/a><\/li>\n<li><a href=\"#2\" rel=\"noopener\">Reasons for the clicks-to-bricks trend<\/a><\/li>\n<li><a href=\"#3\" rel=\"noopener\">Challenges and considerations retailers must weigh before making the switch<\/a><\/li>\n<li><a href=\"#4\" rel=\"noopener\">The future of retail: hybrid models<\/a><\/li>\n<li><a href=\"#5\" rel=\"noopener\">FAQs about brick and mortar vs ecommerce<\/a><\/li>\n<\/ul>\n<\/div>\n<h2 id=\"1\">The rise of physical stores for online retailers<\/h2>\n<p>Consumers\u2019 continued preference for in-person shopping is prompting online-first ecommerce retailers to open brick-and-mortar stores. Despite the unprecedented growth of ecommerce stores in the past decade, physical stores still account for the majority (83.7%) of U.S. retail sales, <a href=\"https:\/\/www.emarketer.com\/content\/5-charts-on-importance-of-physical-retail-improving-in-store-experience\">according to eMarketer<\/a>.<\/p>\n<p>Surprisingly, Gen Z shoppers \u2014 who\u2019ve grown up in a digital world \u2014 favor in-store shopping, which accounts for almost <a href=\"https:\/\/www.icsc.com\/news-and-views\/icsc-exchange\/icsc-halo-effect-iii#:~:text=In%202018%2C%20The%20Halo%20Effect,the%20power%20of%20physical%20retail.\">78% of their total shopping dollars<\/a> spent. They\u2019re a close second to Boomer shoppers, with just over 78% of their shopping dollars spent in-store.<\/p>\n<p>It\u2019s no wonder nine of the 10 leading ecommerce websites are owned by retailers that also run brick-and-mortar stores. All these metrics point to an omnichannel retail future in which almost all digital-native retailers operate physical stores as well.<\/p>\n<p>Many prominent online-only retailers have already opened physical stores, ushering in a new hybrid retail experience. The following is a brief overview of initially digital-only retailers who opened brick-and-mortar locations.<\/p>\n<h3>Warby Parker: 200+ Physical Stores and Counting<\/h3>\n<p>Warby Parker launched in 2010 as an online-only retailer of eyeglasses, sunglasses, and contact lenses. However, as of April 2024, the company operates <a href=\"https:\/\/www.scrapehero.com\/location-reports\/Warby%20Parker-USA\/#:~:text=There%20are%20223%20Warby%20Parker,Parker%20stores%20in%20the%20US.\">223 brick-and-mortar locations<\/a> across the U.S. This allows customers to visit a store near them and try on glasses to get the best-fit frame and lenses.<\/p>\n<h3>Casper: 66 B &amp;M Stores and Counting<\/h3>\n<p>Casper launched as an online-only bed-in-a-box maker and retailer. However, since its inception, the company has opened <a href=\"https:\/\/www.modernretail.co\/marketing\/casper-tests-a-new-store-design-as-it-rethinks-its-retail-strategy\/#:~:text=Casper%20currently%20has%2066%20retail,company%20went%20private%20in%202021.\">66 physical stores<\/a> across the U.S. and aims to open ten more locations in 2024. In Casper\u2019s B&amp;M stores, customers test out mattresses in private spaces dubbed \u2018houses.\u2019 This private testing approach elevates the mattress shopping experience significantly.<\/p>\n<h3>Boll &amp; Branch: 5+ Physical Stores and Counting<\/h3>\n<p>Boll &amp; Branch started as a digital-only retailer of bed and bath products. The company is on the verge of expanding its physical footprint with plans to <a href=\"https:\/\/www.modernretail.co\/operations\/having-achieved-profitability-boll-branch-plots-retail-expansion\/\">open eight more B&amp;M stores in 2024 and 10 in 2025<\/a>. The physical stores allow customers to touch and feel the brand\u2019s organic cotton bed linens, which are a significant differentiating factor for the brand.<\/p>\n<h2 id=\"2\">Reasons for the clicks-to-bricks trend<\/h2>\n<p>Here\u2019s why more online retailers are opening physical stores globally.<\/p>\n<h3>To Enhance Customer Experience<\/h3>\n<p>Brick-and-mortar stores offer customers unique shopping experiences that online-only stores cannot replicate. The significant advantage B&amp;M stores hold over online stores is the in-person access to customers. And those same customers get first-hand access to the retailer&#8217;s products.<\/p>\n<p><b>The Tactile or Haptic Advantage\u00a0<\/b><\/p>\n<p>Physical stores let customers enjoy the <a href=\"https:\/\/consumergateway.org\/2022\/05\/20\/shopping-with-a-little-touch\/\">tactile advantage of in-person shopping<\/a> by allowing them to touch and feel products before purchasing. The tactile experience shapes consumers\u2019 perceptions of products, letting them confirm the visual appeal they may have been attracted to on the store\u2019s website.<\/p>\n<p>Additionally, physical stores empower brands to practice <a href=\"https:\/\/www.thestorefront.com\/mag\/7-case-studies-prove-experiential-retail-future\/\">experiential retail<\/a>, which takes customer interaction and experience to the next level.<\/p>\n<p><b>Personalized Shopping Experiences<\/b><\/p>\n<p>In-store shopping gives brands more avenues for customizing shopping experiences. It provides an excellent opportunity for one-on-one consultations between customers and sales associates. Customers can inquire about products and watch salespeople demonstrate how they work.<\/p>\n<p>Such first-hand experiences make for better shopping experiences because they\u2019re more engaging and insightful. Further, brands can organize in-store events relevant to their target audience.<\/p>\n<p>For instance, a <a href=\"https:\/\/www.logiwa.com\/blog\/cosmetics-fulfillment\">cosmetic brand<\/a> can arrange a product launch party for customers to try new skincare products. Such events are more memorable and engaging than customers simply browsing products online.<\/p>\n<h3>Omnichannel Strategy<\/h3>\n<p>A brick-and-mortar store is the perfect place for brands to roll out their omnichannel retail strategy and integrate ecommerce and physical stores. <a href=\"https:\/\/www.logiwa.com\/blog\/omnichannel\">Omnichannel<\/a> retail gives customers multiple options, including:<\/p>\n<ul>\n<li>Buy online, pickup in-store (BOPIS)<\/li>\n<li>Browse in-store, purchase online (<a href=\"https:\/\/www.bluestonepim.com\/blog\/browse-in-store-purchase-online\">BIPO<\/a>)<\/li>\n<li>Ship from store<\/li>\n<\/ul>\n<p>Omnichannel retail supports the modern purchase behavior in which customers switch between online and offline channels before purchasing. It makes it easy for brands to integrate online and offline experiences seamlessly.<\/p>\n<h3>To Enhance Brand Building and Visibility<\/h3>\n<p>Brick-and-mortar stores enable retailers to leverage storefront and in-store advertising that enhance brand visibility and awareness. With storefront advertising, retailers can install printed ads on windows or storefront banners to promote their products. Such techniques act as outdoor advertising that can attract massive foot traffic, especially if a store is in a busy area.<\/p>\n<p>With in-store advertising, retailers can deploy techniques such as:<\/p>\n<ul>\n<li>Digital signage<\/li>\n<li>Shelf-edge technology<\/li>\n<li>Overhead announcements<\/li>\n<li>QR codes<\/li>\n<li>End-cap displays<\/li>\n<li>Interactive kiosks<\/li>\n<\/ul>\n<p>Additionally, physical stores enhance a brand\u2019s trust and credibility with customers since they can test products before purchasing. Customers can also return defective products to the store or request direct customer support from the store\u2019s sales personnel.<\/p>\n<h3>To Make Data-Driven Decisions<\/h3>\n<p>One thing digital native retailers have in abundance is customer data. Retailers can apply their online shopping behavior data to optimize in-store experiences for their physical shoppers.<\/p>\n<p>More importantly, brick-and-mortar stores let brands collect different types of in-store data, including:<\/p>\n<ul>\n<li>Personal data like customer names, email addresses, and phone numbers<\/li>\n<li>Demographic data like race, income, gender, and age<\/li>\n<\/ul>\n<p>Retailers use in-store customer tracking methods such as radio-frequency identification (<a href=\"https:\/\/www.techtarget.com\/iotagenda\/definition\/RFID-radio-frequency-identification\">RFID<\/a>) passive technology, wi-fi, cameras, and mobile apps to track shoppers throughout a store until they checkout. Retailers can also ask customers to complete survey forms or embed QR code surveys on receipts, leveraging that information to make data-driven decisions about business strategies.<\/p>\n<h2 id=\"3\">Challenges and considerations retailers must weigh before making the switch<\/h2>\n<p>Online retailers opening physical stores should consider these critical factors:<\/p>\n<ul>\n<li><b>Start-up costs<\/b>: Calculate real estate and operational costs required to set up a physical store.<\/li>\n<li><b>Inventory management<\/b>: Strategize how to balance online and offline channels to guarantee a continuous supply of inventory across all retail channels.<\/li>\n<li><b>Relevance<\/b>: Monitor changing consumer behaviors and expectations to continually adapt how physical stores reflect these trends.<\/li>\n<li><b>Store location<\/b>: Find a strategic location accessible to the retailer&#8217;s target audience. The ideal location should have well-established infrastructure, tight security, and access to basic amenities.<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.22.2&#8243; _module_preset=&#8221;default&#8221; width=&#8221;auto&#8221; custom_margin=&#8221;15px|auto|15px|auto|false|false&#8221; custom_css_main_element=&#8221;.hbspt-form .legal-consent-container a {||    color: white !important;||}||.hbspt-form .hs-form-field label {||    text-align: center;||  }&#8221; global_module=&#8221;26788&#8243; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.22.2&#8243; _module_preset=&#8221;default&#8221; use_background_color_gradient=&#8221;on&#8221; background_color_gradient_stops=&#8221;#481a96 0%|#200741 100%&#8221; custom_padding=&#8221;15px|35px|15px|35px|true|true&#8221; border_radii=&#8221;on|10px|10px|10px|10px&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.22.2&#8243; _module_preset=&#8221;default&#8221; header_3_text_color=&#8221;#ffffff&#8221; header_3_font_size=&#8221;30px&#8221; header_3_font_size_tablet=&#8221;30px&#8221; header_3_font_size_phone=&#8221;20px&#8221; header_3_font_size_last_edited=&#8221;on|phone&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h3 style=\"text-align: center;\">Unlock a personalized tour of Logiwa IO<\/h3>\n<p>[\/et_pb_text][et_pb_code _builder_version=&#8221;4.22.2&#8243; _module_preset=&#8221;default&#8221; text_orientation=&#8221;center&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script><!-- [et_pb_line_break_holder] --><script><!-- [et_pb_line_break_holder] -->  hbspt.forms.create({<!-- [et_pb_line_break_holder] -->    portalId: \"3469233\",<!-- [et_pb_line_break_holder] -->    formId: \"350e3ad2-eb09-46b1-9079-3f728ec2c0ea\",<!-- [et_pb_line_break_holder] -->    region: \"na1\"<!-- [et_pb_line_break_holder] -->  });<!-- [et_pb_line_break_holder] --><\/script>[\/et_pb_code][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.22.2&#8243; _module_preset=&#8221;default&#8221; width=&#8221;auto&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.22.2&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text ul_item_indent=&#8221;30px&#8221; _builder_version=&#8221;4.22.2&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h2 id=\"4\">The future of retail: hybrid models<\/h2>\n<p>Retailers that invest in both ecommerce and physical stores have a better chance of thriving in the retail industry of the future. A <a href=\"https:\/\/www.logiwa.com\/blog\/hybrid-fulfillment-warehouse\">hybrid model<\/a> accommodates the preferences of both online and in-store shoppers. Blending online and offline retail channels leads to a superior hybrid retail experience for all customers.<\/p>\n<p>Fortunately, retailers can leverage modern technology\u2014such as <a href=\"https:\/\/www.logiwa.com\/blog\/new-category-fulfillment-management-system\">fulfillment management systems (FMS)<\/a> like <a href=\"https:\/\/www.logiwa.com\/blog\/ai-driven-fulfillment-with-logiwa-io\">Logiwa IO<\/a>\u2014to optimize their hybrid models and facilitate true omnichannel fulfillment.<\/p>\n<p>Logiwa IO:<\/p>\n<ul>\n<li>Helps retailers optimize operations by supporting <a href=\"https:\/\/www.logiwa.com\/integrations#3\">extensive ecommerce integrations<\/a><\/li>\n<li>Provides end-to-end network visibility and flexible integrations to simplify ecommerce operations<\/li>\n<li>Bolsters the efficiency of hybrid fulfillment<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.logiwa.com\/request-a-demo\">Schedule a demo today<\/a> and see how Logiwa IO can empower your online-to-offline transition.<\/p>\n<h2 id=\"5\">FAQs about brick and mortar vs ecommerce<\/h2>\n<h3>Are online retailers ruining brick-and-mortar businesses?<\/h3>\n<p>No. The retail industry has enough room for ecommerce and physical stores to coexist and complement each other. More so,\u00a0<a href=\"https:\/\/capitaloneshopping.com\/research\/online-vs-in-store-shopping-statistics\/#:~:text=30%25%20of%20American%20consumers%20prefer,preference%20or%20decline%20to%20answer.\">45% of consumers<\/a> prefer shopping at a brick-and-mortar store, proving there&#8217;s room for both models.<\/p>\n<h3>What\u2019s the future of brick-and-mortar stores?<\/h3>\n<p>Retail trends in 2024 point to a hybrid future in which omnichannel retail takes center stage as more online retailers open physical stores to complement their online presence.<\/p>\n<h3>Why haven\u2019t brick-and-mortar stores disappeared?<\/h3>\n<p>Most customers prefer in-person shopping over ecommerce, which keeps B&amp;M stores alive. The National Retail Foundation says 72% of customers still rely on physical stores as part of their purchase journey.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In 2024, the retail landscape is coming full circle, with brick-and-mortar (B&amp;M) stores making a resurgence. More online retailers are opening physical stores to complement their ecommerce businesses, fostering a \u2018\u2018halo effect.\u2019\u2019 After a decade where ecommerce rapidly took center stage, transforming consumer behavior and leveraging technological advancements, brick-and-mortar stores are making a big comeback. [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":21463,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"_lmt_disableupdate":"no","_lmt_disable":"no","footnotes":""},"categories":[42,86,55],"tags":[],"class_list":["post-21462","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","category-fulfillment-management-system-fms","category-retail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.1 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>From clicks to bricks\u2014why online retailers are investing in brick-and-mortar stores | Logiwa | WMS<\/title>\n<meta name=\"description\" content=\"Discover why online retailers are opening brick-and-mortar stores to enhance customer experience, boost brand visibility, and create a seamless omnichannel retail strategy. 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