What: Brick-and-mortar stores remain important in the post-pandemic era as they offer many benefits that e-commerce pure players can’t match.

Why it is important: Despite the growth of e-commerce, physical retail has been proven to drive sales and customer growth.

Brick-and-mortar stores remain a vital backbone to the retail industry as they help drive customer acquisition and complement online brands.

The International Council of Shopping Centers found that if a store opened in a market, their online sales in that market would increase by 37% and if a store closed in a market, their online sales decreased by 33%. These figures prove that a physical retail space can act as a billboard for retailers because if a brand is out of sight, it’s out of mind for customers.

Having a physical presence also helps with customer acquisition costs as customers are coming in-store but also visiting the store’s website. E-commerce companies with pop-up locations have seen online growth, including one brand which saw growth of around 40% in their market.

Building the case for brick-and-mortar stores