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As Retailers Race to Close Stores, a Web Startup Is Opening Them - WSJ
By Khadeeja Safdar
April 30, 2017

Online brands are treading more carefully into physical retail. Several brands, such as Everlane, Casper and Warby Parker, have opened temporary stores to test out foot traffic and experiment with new concepts. ....One challenge for online brands is to ensure that new locations increase sales, rather than cannibalize existing business.

“We have to see the interplay between our online and offline channels,” said Ms. Ulman. “A customer who shops online and offline is supposed to be very valuable, but we want to understand just how much more valuable.”....Online apparel brands are finding that they don’t need much to set up a store. The evolution of point-of-sales technology means that transactions can now be made on phones and tablets. Some newer retailers don’t even keep much inventory. Bonobos, which started out selling men’s clothing online, lets customers try on items at its more than two dozen “guideshops” and mails purchases to their doorsteps.

Greats sells eight core styles of shoes in different colors and materials, making its business more mobile than that of a traditional retailer. At its new locations, the company plans to bring its own interior elements such as shelving, greenery and lighting.

“You can do a lot within four walls,” said Ms. Ulman. “All we really need is some Wi-Fi.”
clicks-to-bricks  sneakers  pop-ups  e-commerce  retailers  store_closings  shopping_malls  landlords  bricks-and-mortar  foot_traffic  omnichannel  short-term  leasing  inventory-free  cannibalization  Bonobos  Everlane  Casper  Warby_Parker  point-of-sale  brands  Wi-Fi  mens'_clothing  apparel  physical_retail 
june 2017 by jerryking

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