Originally published on Retail Dive, April 12, 2022
As states relax COVID-19 restrictions, shoppers are venturing back into stores. While the confluence of bankruptcy, the economy (before and during the pandemic) and government mandates contributed to store closures, brick and mortar is making a rebound.
Even before the pandemic, consumers expressed a desire for a new kind of shopping experience. Experts say the pandemic compounded it. With an uptick in delivery services and curbside pickup, executives and experts said shoppers are expecting stores to serve as both destinations for a unique shopping journey and as fulfillment centers.
Wayfair's Chief Marketing Officer Bob Sherwin said at Shoptalk that with the opening of its three new stores, the DTC home goods retailer is creating a "new kind of omnichannel shopping experience that blurs the line between online and offline."
"Whether our customers begin their journey in a store and then purchase online, or vice versa, our focus is on creating a seamless shopping experience at every customer touch point. Our physical retail stores will complement all that we are doing in e-commerce, allowing us to engage with our customers and bring our brands to life in a new way," Sherwin said.
