Welcome to another Covid-19 holiday season! For many of us, this December will be the first time we’ve seen some extended family in almost two years. There’s a lot to catch up on, and that certainly includes present-buying.
Thankfully, for those of us who are unsure about being mobbed by crowds at our local stores, eCommerce is always an option. It’s been a growing market for years. In fact, for the past four years, most retailers have been closing more stores instead of opening new ones, opting instead for a better online experience.
And yet… for the first time since 2017, according to an analysis of more than 900 chains by IHL Group, a research advisory company, retailers are expected to open more stores than they close! Talk about turning tables.
This has been a hot topic of conversation for a while now; while eCommerce has been a game-changer (and a life-saver) for some seriously big retail names (JCPenney; Macy’s; Bed, Bath, & Beyond…), it’s become clear that relying on online sales will not guarantee success.
PHOTO: PAUL HENNESSY/SOPA IMAGES/ZUMA PRESS
A recent article by The Wall Street Journal dove into the necessity of real store locations. Author Suzzane Kapner stated that stores still have a very important role to play – especially in fulfilling those online orders.
Stores have become integral in fulfilling e-commerce orders. They serve as distribution hubs and convenient places for shoppers to pick up and return online purchases—services that will be key this holiday season as orders once again threaten to overwhelm shipping carriers. [i]
She also pointed to the cost of acquiring (and keeping) customers online, and the preference of many shoppers to research online, but try before they buy in a physical store.
PHOTO: DICK’S SPORTING GOODS
One of the bigger cases made in the article focuses on a long-standing need to not close retail locations, but shift the way they are presented.
No matter what approach major retailers choose to take in 2022, it’s pretty clear that the answer isn’t as simple as going online.
It’s not like its stores are against e-commerce anymore. They play an integral role in supporting each other. The old story that stores are dead is simply not true. (Brendan Witcher, Forrester Research principal analyst) [i]
With brick and mortar entering a new period of growth, Rogers is thrilled to learn about the new innovations and supply chain needs that are coming to the table. Why? Because we can help partner with these various retailers and help their new ideas come to life! Any of these changes come with their own electrical challenges and installation requirements – that’s where Rogers steps in! Head on over to our website to see exactly what we’ve done for big names like Best Buy and Home Depot.
This is the first of a special Friday Fuse series, “Top Trends Retailers Must Embrace in 2022.” Keep a lookout for future editions.