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Retail Role Reversal
December 3, 2021 at 5:00 AM
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When it was first reported that Amazon was launching physical department stores, the news sent shockwaves through the faltering brick-and-mortar retail sector. For the last decade, much of legacy retail has struggled to capitalize on the advantages their physical spaces offer around engagement, customer data, and point-of-sale showcasing and upselling possibilities. 

Now, digital-first brands are embracing brick-and-mortar. In doing so they are upending the way we measure success in physical retail spaces and rewriting the retail playbook in the process. 

D2C Brands Shift Physical Retail Metrics of Success

Today, online brands struggle to differentiate from competitors. There are just too many products, offerings, and messages trying to claim a user’s attention. The result is a waste of digital ad dollars and a compromised customer experience.  

This reality was only compounded by Covid. In the wake of the pandemic, brands rushed into e-commerce. This further cluttered the space and made life even more difficult for pure-play e-commerce brands. 

External factors also helped to evolve digital perceptions around physical retail. These ranged from the cost of user acquisitiongoing up to the cost ofreal estate going down to the simple fact that most commerce still happens offline. Additionally, the dawning of the privacy era forced digital natives to rethink how they