First some clicks, then hit the bricks
A few years ago, the growth of online shopping was a worrisome trend for many in the retail industry. With products easy to buy on the Web, the predictions went, there'd be no need for people to venture out to actual bricks-and-mortar stores. With fewer consumers patronizing the stores, there would be less need for retailers to lease or own retail space. The predictions, for the most part, haven't come true.
"Instead of killing stores, technology is reshaping how people shop, and merchants are luring customers online and offline," reports the San Jose Mercury News. "Customers don't just buy online, but also research products, compare prices, look for gift ideas and even map how to get to a nearby store...." According to the National Retail Federation, about 22% of in-store sales come from customers who first went online to comparison shop and research products. And the opposite also happens, says the Mercury News article: some people visit stores first to comparison shop before buying online. By adapting to their customers' needs, retailers have been able to make both their physical and virtual spaces essential stopping points.
