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Integration of the Digital and Physical Worlds

SAN DIEGO—The popularity of Pokémon Go shows how much consumers still value physical spaces and experiences, says one retail expert we spoke with during this week's ICSC Western Conference and Deal Making event.

By Natalie Dolce | nataliedolce | | Updated on September 01, 2016
Jeff Moore, a senior managing director at CBRE. Jeff Moore, a senior managing director at CBRE.
SAN DIEGO—“We see the integration of the digital and physical worlds.” That is according to Jeff Moore , a CBRE senior managing director and head of retail services for Southern California. In discussion retail trends with the expert during this week’s ICSC Western Conference and Deal Making event, Moore said that “The popularity of Pokémon Go shows how much consumers still value physical spaces and experiences. This is in line with retail consumer studies that show consumers overwhelmingly prefer brick and mortar over online.” For that reason, he says, “we see virtual reality and digital/physical merging could grow as a big tool in the Omni channel realm, where retailers and landlords are trying to integrate the advantages of online (convenience and choice) with the advantages of physical retail (experience, service, ability to touch/try things on). But retail survival is not in question, Moore says, pointing out that there will always be a need for physical locations. “For retailers, their focus needs to be Omni channel commerce and experience drivers. The best retailers don’t really differentiate physical from digital shopping. It should be a seamless experience for shoppers to be able to move between outlets from phone to computer to store.” The new marker is no longer same store sales as a way to measure success but rather company-wide increases, Moore continues. “In many ways, a physical store acts as an interactive marketing tool that advertises for a site and no longer the other way around.” He adds that “We are seeing this go both ways with traditional brick and mortar retailers beefing up their online presence while previously only online stores leased physical spaces. Physical locations need online platforms and equally, online vendors need.” Keep checking back with GlobeSt.com for more from the ICSC event and all things retail.

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