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Stores Aren’t Dead, But Good Luck Trying to Find a Store-Only Shopper

Stores Aren’t Dead, But Good Luck Trying to Find a Store-Only Shopper

New research from Internet Retailer reveals something you may already know: today’s customer wants it all. The 2018 Online Apparel Report investigates how a marketplace that was once fairly limited to physical retail locations has been disrupted by Amazon, Walmart, and digital native brands. Some of the insights shared are quite eye-opening, including:

– Amazon and Walmart are currently the top apparel retailers online. Amazon controls 22.8% of the online apparel market.

– Customers are becoming more comfortable buying apparel and accessories online, but they’re doing so by dealing directly with brands they know and trust. This cuts the retailer out of the loop.

– To counter the direct-from-brand trend, retailers like Macy’s have focused on the experience they’re providing their customer – which begins on the smartphone, long before a customer ever sets foot in the store.

[Tweet “You’ll have to perform well online and off.”]

The Future is Frictionless Retail – and the Future is Now

Internet Retailer reports that customers see no difference between shopping a retailer online and in person: they expect the same merchandise, same level of customer service, and same experience no matter how they choose to interact with a brand.  In fact, some of today’s customers’ favorite features – things like buy online, pick up in store – explicitly bridge the gap between on and offline commerce.

It’s also important to note that the things that frustrate customers online – things like a lengthy, involved check out process – also aggravate them offline.  That’s why Macy’s is introducing “Scan. Pay. Go.” which allows customers to scan a bar code on the items they’ve selected, pay in an app without ever having to interact with a person, and simply stop by a special counter to have security trackers removed before they leave the store.

While cash-out counters still exist in most retail stores, it’s fair to say that their days are numbered. So too are the days of the store only shopper, Internet Retailer asserts. If you want to provide your customers with the type of experience they want, you’ll have to perform well online and off.

Not Sure If Your Website is Up to the Task?

It can be really hard for a business owner to assess their own website objectively. That’s why we created our digital marketing audit. This comprehensive examination of your online presence reveals what a customer’s experience with your brand is like, including what works, what doesn’t, and what opportunities are being missed. If you’re not sure your website is ready for the upcoming holiday season, this is the time to find out. Contact us today!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office