摘要
It’s no secret that retailers feel an ever-present threat from Amazon.No one feels it more than brick and mortar stores,who are bearing the costs of expensive real estate while hearing about steady increases in ecommerce sales.But experts say this is not a losing battle,as long as stores commit to high-level customer service along with helpful technology,which,when combined,give customers the personalized selections they're looking for as conveniently as possible.Cynics might say all of that is easier said than done.But those who generate the fully“phygita”(a seamless physical and digital)experience may stand to do well.“The clients that shop in our stores spend three times as much as clients that only shop online,”said Barneys New York’s Danielle DiMaiolo Rendini,senior director of project management,at the recent Retail Innovation conference in Manhattan.“Our client that shops both online and offline has the highest average spend.They drive about a third of the revenue,so they’re an incredibly significant segment for us.Additionally,we’ve found that more than half of our young customers,34-and-under,are already shopping the store.
