Web sellers turning to high street to ‘showroom’ goods
Rhiannon Bury A GROWING number of online retailers are opening physical stores on the high street in an attempt to attract customers, as the growth of internet shopping looks set to slow.
By 2021, the rate of growth in online sales is expected to decline from the current level of around 11pc to 7pc, according to property consultancy Colliers. In anticipation of this, online retailers are increasingly using real stores to bolster their sales and their brands, in a trend industry experts have called “showrooming” – allowing them to display products to entice customers to buy.
An example of this is French fashion brand Sézane, which began life on eBay before moving to its own website and then setting up stores in the world’s major cities.
This increasing presence of shops on the high street has also extended to firms such as Samsung and Dyson, which previously sold through stockists but are now reaching their customers directly through their own store networks.