Five Factors That Drive Online Retailers’ Interest in Physical Stores

A growing number of online „pure play“ retailers is opening stores, ranging from Amazon bookstores to Zalando outlets. This development is astonishing, as offline retail was by many already declared dead.

So what drives this growing interest in brick-and-mortar?  The latest blog post on, written by HHL Jun.-Prof. Dr. Erik MaierRetail and Multi-Channel Management – explores five factors that drive online retailers’ interest in physical stores. Contrary to many commentators’ fatalist claims, it is not the wish to finish off with brick-and-mortar competition that drives e-commerce players to the high street. Rather, online pure-play models increasingly reach a growth threshold, which the addition of physical stores can help to overcome.

For more details read the blog post (in German only).

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