In 2024, you’d be forgiven for thinking that physical shopping is a thing of the past. We’re constantly told about how stores are closing down and how shoppers prefer online options. But is it worth questioning this theory?

Absolutely. Some businesses have seen phenomenal results from committing to physical locations, so let’s take a look at why you shouldn’t discount brick-and-mortar stores despite living in an increasingly digital world.

More Sustainable

Consumers are becoming increasingly concerned with how their shopping habits impact the environment. As a result, we’re starting to see older trends reemerge in recent times. For example, buying items from a charity shop or thrift store is common with younger age groups as they look to make more sustainable choices.

This commitment to being more sustainable may have drastic implications for e-commerce as the delivery of their goods often involves pollution to the planet as well as extra packaging. 

With that said, consumers may favour walking to their local store to make a purchase in future which could leave brands without a physical presence at a major disadvantage.    

Customer service as a USP

While having an online order delivered to your front door can be super convenient, it eliminates the need for a physical interaction between the seller and the receiver. In years gone by, this has been an area where brands have competed. 

In some industries, it still is a factor. Consider your favourite restaurant, you likely rate the service as well as the food.

With more and more businesses operating solely online, having a physical brick-and-mortar store that offers excellent physical service to everyone who walks through the door could be a unique selling point for the company.

While online companies can compete on pricing and product, having a physical relationship with customers is something they can’t offer which paves the way for your company to win the business of those customers who value physical service. 

This is something you should certainly consider if you’re selling to older customers who are less likely to be online.

Integrate your business with the local community

Becoming ingrained in your local community is a great way to drive loyal, returning customers. This is a great strategy for smaller brands in particular. Think of businesses like newsagents, off-licences, and convenience stores that aren’t going to attract customers from outside of their area.

It can be harder for online businesses to carve out this connection with locals as there’s no physical interaction. Having a physical brick-and-mortar store can build trust with local people and even become part of their daily routine as they travel to or from work.

In addition, go further than just delivering great customer service in your store. Consider how you can sponsor local athletes, work with local schools and participate in local markets to increase your presence in the area.

More than a shopping experience 

Pop-up events have become increasingly common in recent years and perfectly demonstrate how a physical event can be more powerful than an online one. 

They’re particularly common with fashion brands that operate predominantly online as a way to remove the digital barrier between the brand and the consumer.

The beauty of pop-up events is that they allow brands to move out of their niche. A great example is how Manchester-based streetwear brand, Represent has interacted with their customers by organising run clubs in various locations. 

It’s probable that the brand worked with a digital marketing agency in Manchester to promote the event, and if you have the budget, this is definitely something you should consider if you’re looking to promote a one-off, offline event.

It’s also becoming increasingly common for e-commerce brands to open flagship stores and use these locations for far more than transactions. Gymshark’s Regent Street store is also a place for visitors to work out, receive nutrition advice and much more.

Final Thoughts

As with most business decisions, there’s no one-size-fits-all. Every business will need to consider whether their company is best suited to online, offline or a combination of both. 

Even for businesses that operate solely online, consider how you can have a temporary offline presence in the form of pop-up shops or events. 

Often, these types of physical stores perform best as they are only available for a limited time, helping to drive FOMO amongst your community. 

For those businesses that are already operating offline, consider how you can go beyond offering a traditional shopping experience that customers can now get online without leaving the comfort of their own homes.