The following article is based on my own interpretation of the said events. Any material borrowed from published and unpublished sources has been appropriately referenced. I will bear the sole responsibility for anything that is found to have been copied or misappropriated or misrepresented in the following post.
Tantipudi Abhilash, MBA 2015-17, Vinod Gupta School of Management, IIT Kharagpur
A survey by analyst Forrester and the National Retail Federation (NRF) found that more than three-quarters (76%) of the CIOs surveyed included integrating the selling channels to enable an Omni-channel face to the customer in their top three priorities for 2015, up from 64% in 2013. The various brick & mortar options available are,1)Direct entry in to the brick and mortar markets.The option of brick and mortar store generally depends upon the data available from the online retailing. This data gives an insight about locations, variants in demand, consumer behavior in a particular area etc. to launch a store there.
2)Pop-up store or flash retailing, is a trend of opening short-term sales spaces. A pop-up retail space is a venue that is temporary, the space could be a sample sale one day. These shops, while small and temporary, can build up interest by consumer exposure. Pop-up retail allows a company to create a unique environment that engages their customers and generates a feeling of relevance and interactivity.
3)BOPIS and buy online pick and/or return in store represent one of the fundamental shifts into multi-channel fulfillment and a fully integrated omni channel experience. This leads to multiple benefits that boost retail profits. The trend of buying online and picking up from the store is another way to cater the needs of the customers. Consumers research online and go into the store for purchase or buy it online and purchase it in the store. This provides the additional benefit of reduced delivery costs. Buy online pick-up in store & buy online return in store has been adopted by 88% of the top 100 retailers in US.
4)Guide shops, In these shops customers are given apparel and they try it for their convenience, the next step is buying these products online. These guide shops serve as exhibits and increase the presence of e-retailer.