Opening a physical store was once an anathema for pure-play ecommerce merchants. Why take on the financial burden of leases, construction costs, and staff?

But the ecommerce landscape has changed. Brick-and-mortar retailers have embraced an omnichannel experience. They have endured through a combination of fewer stores and tightly integrated digital offerings, such as buy online and pick up in-store. Many are even finding that their physical presence bolsters local online sales.

Why a Physical Store?

Some of the benefits of opening a physical presence are clear. Stores act as billboards in key locations, announcing your brand to scores of shoppers. Stores also provide instant gratification for consumers, which is increasingly important as Amazon trims its free Prime shipping from two days to one.

A pivotal part of leveraging newfound physical stores is ensuring they are suitably integrated into your digital experience. The first step is to associate a customer’s physical address with the closest store. Some merchants, such as Best Buy, request shopper location details openly. Others rely on more passive address detection. Read More