How online businesses grow sales in the offline world

The efficiency of ecommerce sales with one-click checkout and third-party fulfillment can come at the cost of intimacy between you and your customer. Here’s how some online businesses are getting personal.

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The recent success of Pokémon GO offers food for thought for online-offline integration — not so much in the world of video games, but in retail.

Offering multiple payment options and distribution channels is a key strategy for retail businesses to grow their bottom line. And, for some online retailers, that means expanding into brick-and-mortar retail.

For example, Warby Parker, an eyeglasses company, started in ecommerce and has expanded into retail stores. Indochino, a custom men’s clothing company, has opened showrooms in several cities, and CEO Drew Green said that the stores “can improve online sales in a city by as much 700 percent,” according to TechCrunch. Even Amazon, in an ironic twist has opened brick-and-mortar bookstores.

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