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Why Ecommerce Companies Are Eyeing Brick-and-Mortar Retail

Posted on August 11, 2014 by admin

The brick-and-mortar experiences continue to be a beacon for consumers to experience a physical interpretation of a company’s brand. These stores are far from simple displays of product but rather inventive centers for consumers to learn, try-out, and play.

Last year, online eyewear retailer Warby Parker did something that seemed like a step backwards: it announced that it would open a number of physical stores around the country. But the company was just the latest in a string of ecommerce firms to invest in physical locations. Bonobos, Frank and Oak and a handful of other online sellers have launched full-service brick-and-mortar stores in recent years, while eBay and Etsy piloted smaller initiatives in 2013 aimed at creating a bridge between their online marketplaces and the physical world.

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