March 12, 2015 Bernard - Retail Is Detail

Ecommerce brick-and-mortar part two


The lines between the physical and digital worlds are blurring. Ecommerce retailers have realized that shoppers assign value to being able to see and inspect items in real life. Here are some examples of ecommerce companies who are now embracing traditional retail as a means to gain more market share and enhance the customer experience.


“These are three of many examples of ecommerce companies who have been successful in their offline retail endeavors…”


EBAY: The eBay range is a hotchpotch of high- and low-end brands. In addition to the main display area there are three smaller rooms, one kitted out as a living room and two bedrooms: a “girlie boudoir” and “bloke’s paradise”. The former is full of high-heeled shoes, spangly party frocks and handbags. In the store, customers make purchases by zapping what look like Rorschach ink blots on the price tag. The so-called “quick response” code directs the phone’s browser to either the payment section of the eBay website or an area where shoppers can browse similar products from other sellers. Stephen Clifford-Wood, who works nearby, was an immediate convert, describing it as “bloody amazing”: “I like that it is a halfway house between a regular shop and buying online.” Source the Guardian


AMAZON: Launched a New Storefront for Shark Tank and Kickstarter Successes aptly named Amazon Exclusives, where the retailing giant sells curated products from little-known brands. In essence, this means the retailer gave a number of buzzy gadgets that first appeared on crowdfunding sites and the like the chance for more exposure. This included a number of Kickstarter projects, also selling items that first appeared on the TV program Shark Tank. Source the Verge


BAUBLEBAR: The e-tailer teamed up with digital agencies Gin Lane Media and Perch Interactive to enhance and personalize the customer experience, with the pop-up featuring touchscreens, a bar serving Godiva cocktails, its own App and more to help engage shoppers. Customers were encouraged to take photos and upload them via Olapic, a platform that places user-generated content directly on a brand’s website. Source Brandchannel

This list could be endless, here are some more notable examples worth mentioning: Android land, Fleur du Mal, Alice+Olivia, C. Wonder, Warby Parker Piperlime’s, Havaianas and PacSun.

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