E-commerce subscription services create a brick-and-mortar presence
Implications - In order to provide a physical shopping experience for subscribers of online services, many subscription-based e-commerce brands are extending their presence with physical retail locations. In addition to providing an opportunity for customers to interact with the brand face-to-face, such brick-and-mortar extensions also allow consumers to experience the product first-hand therefore influencing direct sales. Overall, this progression speaks to the need for brands to create a joint online-offline retail experience that focuses on brand engagement and product education.
Workshop Question - How memorable is your brand's offline presence? How would you update your approach to really bring your brand to life?
Trend Themes
1. Offline Experiences for Online Subscription Services - The trend of extending physical retail locations by subscription-based e-commerce brands provides a new medium for customers to interact with the brand face-to-face, experience products first-hand and influencing direct sales.
2. Retail Spaces That Are Centered Around the Customer Experience - Retail spaces that prioritize brand engagement and product education by offering beauty services, pre-portioned meals and wine tastings, attract customers who want flexibility and a luxurious experience.
3. Brick-and-mortar Presence for Editorial Subscription Services - Editorial subscription services that provide physical stores help consumers explore the brands and their unique values in an offline setting using a unique aesthetic.
Industry Implications
1. E-commerce - E-commerce companies can extend customer reach by providing offline experiences that complement their online subscription services.
2. Retail - Retail companies can focus on creating an engaging customer experience both online and offline to drive sales and establish trust.
3. Publishing - Publishing companies can expand their brands by introducing offline stores that cater to their niche customer base and unique aesthetic.
