The direct-to-consumer approach to business has definite benefits — from no retail markups and overhead costs to the convenience of purchase, but the informed buyer might be at risk. It is one thing to know the qualities of a product, it is another to feel them in person. Hence, despite the efficiency of e-commerce shops, the process lacks a really integral component of the buying ritual.
Batch — a concept store in San Francisco, completely changes the game for direct-to-consumer brands. The brick-and-mortar establishment offers a space where online-only goods can be displayed and interacted with. Collections are presented in "batches" that last about eight to 10 weeks on average. Thus, Batch fills the missing link and ultimately connects e-commerce stores with the informed buyer on a more intimate level.
Photo Credits: R. Brad Knipstein
E-Commerce-Friendly Concept Stores
The Batch Shop Aids the Informed Buyer in Online Purchases
Trend Themes
1. Direct-to-consumer Integration - The Batch Shop demonstrates the potential for integrating online-only goods with brick-and-mortar establishments, creating a more intimate retail experience.
2. Concept Store Revival - The success of Batch showcases the resurgence of concept stores by providing a physical space for online brands to showcase their products and connect with consumers.
3. Enhancing Informed Buying - Batch's approach addresses the issue of online shopping lacking the tactile experience, paving the way for innovations that bridge the gap between virtual and physical shopping.
Industry Implications
1. E-commerce - Batch's integration of online-only goods with their concept store provides an opportunity for e-commerce businesses to enhance their customers' buying journey.
2. Retail - The success of Batch highlights the potential for traditional brick-and-mortar retailers to collaborate with online brands and create a unique shopping experience.
3. Technology - Developing technology that allows consumers to virtually interact with products could disrupt the retail industry and improve the online shopping experience.