Physical stores as showrooms are gaining traction among some traditional online-only retailers as they seek to learn more about how consumers use their mobile devices in stores. The ultimate objective for such retailers as Warby Parker and Bonobos is to learn how to best upgrade their Web offerings. "Many innovative retailers, like online retailers, believe the future of retail is the intersection of e-commerce and bricks-and-mortar. These showrooms keep little to no on-site inventory while allowing shoppers to try product and provide direct feedback for both product design and consumer behavior," said Tom Thomas, vice president of marketing intelligence at Organic, San Francisco.
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