Since every day is becoming a marathon we are all part of right now – Yes, regarding the digital future “you guessed that right ;)” – different huge brands are currently simply running in the digitization strategy and not looking back!
We are simply talking here about the many brands that are now working on taking all their showrooms and retail store to become online ones! Yes, It has its pros … From going rent-free to understanding each conversion and collecting database enough to make you reach that specific target you always wanted. It also allows your brand to be simply accessible to everyone with the least effort and hassle possible.
Well, who wouldn’t want that? But let’s debate the other side, shall we?
Most – if not all – these brands, are simply planning to shut down all the retail stores by 2025, and therefore achieve their ROI fully from online purchases. But we think differently, what about brand equity?
Brands work for years and years to create this Customer/brand relationship that lives for years. From the ambiance inside the store, the smell, the products rack, and sometimes even the helper’s uniform! Yes, We are sure that retail stores MUST use the digital platforms to better perform and serve and any brand that doesn’t consider digital evolution as the new right arm of any business will surely fall apart in this marathon of speedy scrolls and huge competition online! But humor us, we are taking it to a deeper level of thought …
Will diminishing the whole “physical” experience, affect the customer loyalty to the brand? Or will the E-Commerce era make it easier for the customer to better enjoy the products and services without holding back the brand from the consumer’s mind?
The debate is open for all and everyone. “This is a safe circle”.