Maithya Kitonyi Blog | Let's Get Physical: What Digital Brands Need To Consider When Opening A Bricks-and-Mortar Store | Talkmarkets
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Mr. Kitonyi is the founder of CAGRValue.com, a stock investing blog that focuses on growth investing and business value creation. Given the nature and the efficiency levels of the modern stock markets, it's highly unlikely many stocks will be undervalued. Many, though, could be overvalued ... more

Let's Get Physical: What Digital Brands Need To Consider When Opening A Bricks-and-Mortar Store

Date: Thursday, November 7, 2019 6:13 PM EDT

For many companies that traditionally operated brick-and-mortar stores, the shift to digital platforms has been challenging. In fact, the paradigm shift from traditional retail stores to the e-commerce market place has seen some of the retail market’s iconic brands experience a massive slowdown in growth. 

The likes of JC Penney (JCP), Macy’s (M) and Kohl’s (KS) are just but a few to point out while other likes Walmart (WMT), BestBuy (BBY) and Target (TGT) have faired significantly well against the online shopping tsunami led by online retail giants Amazon.com (AMZN) and eBay (EBAY).

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This wave of change has inspired the founding of several digital stores over the last 15-20 years, most of which continue to do well outwitting their brick-and-mortar rivals. While the shift has primarily been from traditional stores to digital platforms, what some may have failed to notice is the flow in the opposite direction.

Digital stores are getting physical 

Digital stores have been rapidly opening brick-and-mortar stores to beef up their online sales while at the same time developing distribution channels that will play a crucial role in their growth plan. 

However, just as physical stores find it difficult to integrate their businesses to online marketplaces, online stores face a similar challenge while trying to integrate their digital stores to offline stores. The approach taken to create impeccable customer experiences is different from how a digital store owner would implement a digital branding strategy. 

For instance, while online stores must spend a lot of time working to monetize their social media audience, brick-and-mortar retailers must try to attract potential customers passing on the opposite side of the road to come to their store by putting up signage that stands out. As such, having revolutionary business signage that speaks more than just the name of the business is crucial to replicating a digital store’s online success on its off-line stores. This is particularly important if the business is going offline for the first time to build on its success online.

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Adam Reynolds 1 year ago Member's comment

But haven't all these companies had an online presence for over two decades now?

Bindi Dhaduk 1 year ago Member's comment

Nice.