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.

customers meeting

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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