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'Shoppable billboards': DTC retailers say physical stores are driving online sales - Digiday

In August, it announced a plan to open 200 more stores by the end of the year. Most of these retailers said the increased digital sales are no surprise because companies usually choose to open stores in markets where online sales are already high, indicating strong shopper interest. Retailers wouldnt say how exactly sales changed after they opened actual stores, but they attributed boosts in sales to their physical stores. For retailers that got their start online, stores become not only another point of sale but a way to promote the company to passersby. We coined a phrase internally at Eloquii that our stores are shoppable billboards, said Kristen Campolatarro, vp of consumer insight at e-commerce fashion retailer Eloquii. Retailers say physical locations also help drive online purchases because people have been disappointed with the quality of products theyve bought online before and want to touch and feel the product. Customers find having a physical store near them gives all the confidence they need to purchase online, said Joe Alexander, founder and CEO of Nest Bedding.

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