Five Tactics for Winning at Physical Retail
For direct-to-consumer brands, physical stores have become critical for growth. Since 2012, online-first brands’ retail spaces have grown 1000 percent in the top 300 American malls, according to real-estate data company CoStar Group. From Casper to Glossier to Everlane, online-first brands have found that the price of digital advertising is now so high, opening physical retail is a more cost-effective way to acquire customers and build long-term loyalty. What makes these market entrants profitable is they don’t think of their physical store as a sales and distribution channel.