Viewpoint
Why etailers Should Still Consider The Benefits Of A Tangible Brand Experience
Simon Tothill, Director at Eagle Land, is a Chartered Surveyor with over 20 years’ experience in the retail sector and Director of the innovative new retail and leisure scheme, IntoOutdoors. Simon talks to A1 Retail about why etailers should still consider the benefits of a tangible brand experience.
In today’s challenging economic climate, retailers need to find new and exciting ways to appeal to the consumer. Whilst e‐commerce offers shoppers a level of convenience and speed the High Street finds hard to match, there is a case to be made for supporting an online store with a physical brand experience. As the trend of online bargain hunting puts extra pressure on UK etailers, the need to offer added value and perceived benefits beyond discounting and promotions becomes ever more important. Although most online retail businesses operate primarily in the virtual world, one of the key challenges this presents is how to give customers the chance to see, touch and trial a product. In a retail landscape in which value for money is key, the ability to try before you buy can give etailers a competitive point of difference. Having a destination store that marries the benefits of both the online and in‐store shopping experience not only helps brands connect with their customers and generate awareness, it also makes good business sense.
Physical stores allow etailers to reach new customers, showcase their products, provide advice and drive extensive sales. Finding a way to combine the convenience of online shopping with the reassurance of a ‘bricks and mortar’ in‐store experience could provide etailers with previously unexplored opportunities.
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At IntoOutdoors, we are in the process of developing an innovative new concept that focuses heavily on the ‘try before you buy’ concept within the leisure retail sector.
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Physical stores allow etailers to reach new customers, showcase their products, provide advice and drive extensive sales.
Customers will actually be able to try out sporting goods including fishing rods, BMX bikes and even skateboards before they buy them. Facilities within the site’s 125 acres include cycle routes, skate and bike parks, access to one of the UK’s best stretches of river and two large angling lakes. We believe the ‘try before you buy’ concept which is to be established at IntoOutdoors is unique to the UK, but we are aware that it is on offer in the likes of the USA. Alongside the retail proposition, IntoOutdoors will also feature an array of restaurants providing the consumer with a real day out and a reason to visit.
” Contact IntoOutdoors
+44 (0) 117 923 8000
www.intooutdoors.net
www.a1retailmagazine.com
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