A Wren Says

In article posted in WWD, analysts have said that the January sales period ended on a high note, while others have said the numbers match the annual growth trend pre-pandemic. What they don’t say is how these numbers look for in-store vs online sales. I think that distinction is important.

In January, a different article in WWD proclaimed that the appeal in-store shopping is increasing because stores can provide experiences. They speak about 3D foot scans at shoe stores and performances at clothing retailers. These are great, but above it all stores are providing what an online portal cannot: Connection to humans and a connection to ourselves.

I have seen people shopping in store, trying things on, only to go home to order those exact same things online instead. Regardless of the way they completed their purchase, those people still craved touch. They still treated the shopping experience as a means to socialize with their friends. It was still key to their purchasing decision. The question then is how do convert that shopper to go ahead and buy that item then or order with an associate?

Even as the retail sector continues to bounce back from post Co-Vid losses, there is still a question of how to best marry the benefits of in-store and online shopping to increase overall sales and boost the guest experience. As much as stores work to bounce back from the losses they experience, retailers need to make sure that they find ways for in-store and online to work together. How can the experience vs convenience divide work to increase sales instead of just shifting shoppers from one channel to another?

Sources consulted:

Clark. E. (February 16, 2023). Retail sales surprise to the upside as sector normalizes. WWD Daily Edition, 2.

Moin, D. (January 4, 2023). What to watch: Why America’s migration back to stores will stick. WWD. https://wwd.com/business-news/retail/americas-migration-back-to-stores-will-stick-1235456630/