Instagram first, sell afterwards: that’s an ethos that more ecommerce companies are adopting as they go offline.
Opening physical stores (or pop-ups, showrooms, whatever) has become a viable path for some of the biggest digital ecommerce darlings, like Everlane, Glossier, Warby Parker, Bonobos and Casper, to name just a few. The trend however doesn’t just apply to the most well-known digitally native brands; it seems to be a blueprint for other niche digital companies like Greats, a luxury sneaker company and Amerisleep, an eight-year-old mattress company.
“As a company, you have to sell to your customers the way they want to be sold,” said Bruce Winder, a retail consultant.
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