Re-examining the place of the physical store during the digital retail era

Abstract

The fundamental role and purpose of retail stores is changing. The growth of e-commerce is forcing physical stores to evolve in order to stay relevant and meet shifting consumer demands. This chapter re-examines the role of physical fashion stores during the digital retail era by outlining these stores' traditional role, by discussing the role of online stores and by providing a comparison between physical and online stores' roles vis-à-vis consumers. At the end of the chapter, the consumer view of stores of the future is demonstrated in the results of an exploratory study. The chapter shows that physical stores need to be inspirational, to have knowledgeable staff, and to make sure that consumers get personal service and care when visiting stores. The study has also shown that consumers today value stores of the future having other attributes (e.g. local connections and inspiration) than those previously recognized in research.