One of the reasons that pushed the growth of the e-commerce sector is linked to the limitations embedded in traditional retail distribution. If we compare physical and digital retail we can that traditional retail has the following limitations:
These are not simple challenges to overcome, and usually only established brands can afford direct distribution instead of resorting to intermediaries. E-commerce websites, on the other hand, are much more customer-centred as they revolve around efficiency. Still, there are aspects of a shopping experience that simply cannot be digitised. And this is when a flagship store changes the retail game.
In reality, a flagship store is not to be confused with traditional retail. A flagship store cannot be built with the sole purpose of increasing sales, but with something much grander in mind. A flagship store’s goal is to draw customers into the brand. Flagship stores need to be imagined as theatres, where the story of the brand is narrated to the visitors. A flagship store is a place of entertainment and education, rather than sales.
Due to their prestigious locations, they can be tourist attractions by their own right. Luxury brands thrive on the country-of-origin effect and leverage prestigious premises to further reinforce a brand’s association with national culture and a reputation for excellence.
This type of store is capable of:
The benefits do not end here, a lot can be said about the ways in which this typology of stores are able to provide new shopping experiences by implementing omnichannel distribution strategies such as:
All in all a flagship store seems to encompass all of the issues connected to old-school retail but in reality, it creates a completely new brand dimension capable of reaping benefits on a variety of levels.
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