Hi, I’m Laura the Trend Forecaster here at Scarlet Opus and I’m going to give you a little explanation about our hot topic ‘Clicks to Bricks’.
First of all, what does it mean? Well, ‘click to bricks’ is a term given to renowned online retailers moving into physical spaces on our high street. Traditionally it has been known for retail brands to succeed in store first before establishing an online presence however the growing trend of ‘clicks to bricks’ demonstrates that well-known online retailers are now becoming more experimental and toying with the two concepts of online and offline.
Creating a virtual presence before moving into a physical space is becoming a more recognisable transition; moving away from the web is not a step backwards but is about adapting to consumer needs. The brands that do create multiple channels of distribution are offering a variety of shopping experiences to suit individual consumer lifestyles.
A couple of examples of this movement include US online accessories brand Bauble Bar, online eyewear brand Warby Parker and online menswear retailers Bonobos.
These brands are less concerned with the traffic that ground level high street shops provide and more interested in the consumer experience, which can inform later decisions made regarding the future of the store.
No doubt you’ll all be familiar with the ongoing rise of the pop-up shop in recent years; which could be seen as another form of the ‘clicks to bricks’ model. This allows online retailers to ‘test the water’ before moving permanently into a physical space. This has been happening more and more as we see e-tailers take over high street stores on a short term basis or even set up their own physical space to attract consumers to take a look. With the majority of the products showcased online, small retail outlets can merely be a way of showcasing these products in real life, giving customers a chance to look and touch before they buy (showrooming).This is also a great way to boost the brand recognition.
We are also seeing retail brands moving into a more digital way of thinking and creating methods that mimic the online shopping experience. By blurring the lines between the digital online platform and the physical in store experience; retailers are creating a multichannel presence to expand the brand and enhance the consumer shopping experience. For example more brands are using digital services in store such as touchscreens, interactive displays and tools to enable customers to creatively customise their products, this offers a unique, quality experience to the customer, as well as making it convenient and hassle free for anybody to purchase the products.
The window below includes a huge touchscreen that’s ready to take your order and deliver your goods in less than an hour:
Image courtesy of www.thestorefront.com
Amazon locker installations are being set up in many densely populated locations around the world. For the urban dwellers it is a great way to collect items at a precise location rather than worry about deliveries being left unattended on the doorstep.
So why is this happening you ask… well, online shopping is becoming easier than ever before with laptops, tablets and smart phones all at our fingertips, with one click to buy and one touch of a button is all you need to purchase items online however; consumers are in search of that unique shopping experience with that personalised touch.
Not only is it important to physically feel the connection with a product but also to have the personal customer service in store. Consumers want to touch, feel and engage before they buy, to be able to have the tactile aspect with the convenience of online options such as home delivery or collection while interaction with digital devices enrich the shopping experience.
The convenience of shopping from the comfort of your own home is obviously beneficial in many ways, particularly for those who work 9-to-5 or those without transport to reach shops and not forgetting those (like myself) who sometimes like to indulge in a late night ASOS shopping spree, yet to be able to physically see and feel what you’re buying adds a completely different dynamic to the whole experience.