LAS VEGAS—Brick-and-mortar retailers must stay competitive to win e-commerce sales by offering better incentives. So says Barbara Armendariz, president of SharpLine Commercial Partners.
For example, she tells GlobeSt.com that Walmart is now offering more discounts to compete with Amazon. “Brick-and-mortar stores must provide a pleasant customer experience. They must have great customer service.”
Additionally, she explains, they need to provide some kind of entertainment or interactive experience for the consumer to motivate them to come into the store. “Now more than ever, it is critical for retailers to have sufficient stock of product.”
She adds that if a store doesn't have the right size shoe, a customer will simply order online. “People go to the store to touch it and feel it … and the majority of the time they want that instant gratification of having the item now. Having things available NOW versus tomorrow by mail should be one of the advantages of visiting a physical store. Retailers should keep this as one of their key advantages.”
GlobeSt.com also caught up with Tom Wilder, principal at the Wilder Cos., who said that brick and mortar stores are creating incredibly personal shopping experiences, services, and customizations that offer greater “added value” than is possible through e-commerce. That, he says is one of the biggest trends he has seen across all retail segments… offering consumers in-store customized, interactive experiences.
“It's becoming common to have artists set up in stores to customize clothing and for stores to offer virtual reality to 'virtually try on' makeup products in addition to in-store demos and classes,” he tells GlobeSt.com. “It's a great strategy to provide customers a differentiating, one-on-one, personal experience.”
Hear more from experts in the next few days as we fully cover the RECon event, with thoughts not only from attendees and panelists, but coverage of sessions, parties and more.
LAS VEGAS—Brick-and-mortar retailers must stay competitive to win e-commerce sales by offering better incentives. So says Barbara Armendariz, president of SharpLine Commercial Partners.
For example, she tells GlobeSt.com that Walmart is now offering more discounts to compete with Amazon. “Brick-and-mortar stores must provide a pleasant customer experience. They must have great customer service.”
Additionally, she explains, they need to provide some kind of entertainment or interactive experience for the consumer to motivate them to come into the store. “Now more than ever, it is critical for retailers to have sufficient stock of product.”
She adds that if a store doesn't have the right size shoe, a customer will simply order online. “People go to the store to touch it and feel it … and the majority of the time they want that instant gratification of having the item now. Having things available NOW versus tomorrow by mail should be one of the advantages of visiting a physical store. Retailers should keep this as one of their key advantages.”
GlobeSt.com also caught up with Tom Wilder, principal at the Wilder Cos., who said that brick and mortar stores are creating incredibly personal shopping experiences, services, and customizations that offer greater “added value” than is possible through e-commerce. That, he says is one of the biggest trends he has seen across all retail segments… offering consumers in-store customized, interactive experiences.
“It's becoming common to have artists set up in stores to customize clothing and for stores to offer virtual reality to 'virtually try on' makeup products in addition to in-store demos and classes,” he tells GlobeSt.com. “It's a great strategy to provide customers a differentiating, one-on-one, personal experience.”
Hear more from experts in the next few days as we fully cover the RECon event, with thoughts not only from attendees and panelists, but coverage of sessions, parties and more.
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Natalie Dolce
Natalie Dolce, editor-in-chief of GlobeSt.com, is responsible for working with editorial staff, freelancers and senior management to help plan the overarching vision that encompasses GlobeSt.com, including short-term and long-term goals for the website, how content integrates through the company’s other product lines and the overall quality of content. Previously she served as national executive editor and editor of the West Coast region for GlobeSt.com and Real Estate Forum, and was responsible for coverage of news and information pertaining to that vital real estate region. Prior to moving out to the Southern California office, she was Northeast bureau chief, covering New York City for GlobeSt.com. Her background includes a stint at InStyle Magazine, and as managing editor with New York Press, an alternative weekly New York City paper. In her career, she has also covered a variety of beats for M magazine, Arthur Frommer's Budget Travel, FashionLedge.com, and Co-Ed magazine. Dolce has also freelanced for a number of publications, including MSNBC.com and Museums New York magazine.
