NEW YORK CITY—Giving traditional brick-and-mortar store owners cause for a moment of smugness, online retailers are aggressively looking to create physical storefronts to complement their web brands, according to a JLL's Screens to Stores report, released Monday at the International Council of Shopping Centers' National Deal Making conference here.
Further, there will be even more online retailers experimenting with physical locations in the next five years, the research states. Meanwhile, traditional retailers continue to evolve their businesses to be more online and mobile friendly.
“E-tailers see the need to move their businesses into physical locations in order to grow sales and further market their brands, but the process of expanding into brick-and-mortar stores is an emerging discipline,” said James Cook, director of retail research, JLL. “Online retailers must be thoughtful as they select physical locations to preserve their brand image and keep their business profitable. Whether it's testing potential retail locations with pop-up shops to an eventual national roll-outs of stores, every step in the growth process counts.”
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Rayna Katz
Rayna Katz is a seasoned business journalist whose extensive experience includes coverage of the lodging sector, travel and the culinary space. She was most recently content director for a business-to-business publisher, overseeing four publications. While at Meeting News, a travel trade publication, she received a Best Reporting award for a story on meeting cancellations in New Orleans during Hurricane Katrina.
