Another interesting new trend in the "Clicks and Mortar" strategy. Early on (2010s), the most successful DTC ("digital native") brands discovered they could set up profitable physical stores by using online buyer location data to situate the stores.
These stores were smaller format with much less overhead.
And having a physical presence in a location also further increased online sales, creating a virtuous cycle.
Now, by overlaying mobile phone data at physical malls, DTC brands can get pin-point precision and even better locations.
Example:
When executives at retailer Untuckit considered locations for a new store on Long Island, N.Y., they initially dismissed a location they felt was too close to an existing store at the Roosevelt Field mall.
Then the men’s apparel brand saw the cellphone data from Placer.ai
It showed the two locations were drawing customers from opposite ends of Long Island, convincing them that if they were to add a store at the second mall, it wouldn’t cannibalize the first.
Noam Ben-Zvi Michael Fordyce
Source: MSN
#ecommerce #retail #dtc
