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Home » Flagship Stores and Omnichannel Distribution [VIDEO]
CEO and Founder,
440 Industries
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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I am an Anglo-Italian business lecturer and consultant based in Florence, Italy. In 2017 I started 440 Industries, an education and training company focused on fashion, music, and technology. Our mission is to help students, entrepreneurs and managers in overcoming the challenges of starting, developing and scaling their business in the creative industries. When there's a will, there's a way!
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