The Brick & Mortar Advantage

We founded Atomic on the premise that DRTV drives sales through all channels – what has now become known as “Omnichannel”. After all, customers will buy through the channel that is most comfortable and convenient for them – quite often at a physical store.
iStock_000017829020Medium
Yet since 1997 we’ve been pestered by waves of enthusiasm for the idea that digital commerce will destroy brick and mortar. But that didn’t happen in 1997. Or 1998. Or 2001. Or 2007. And it isn’t happening today – despite the next wave of e-commerce mania in the press.

So we were pleased to read a recent blog post by Steven Dennis (former Senior Vice President of Strategy, Business Development and Marketing for the Neiman Marcus Group) on the important strengths brick and mortar can leverage. While many believe the virtual world will overtake retail stores, Dennis observes “…assuming that physical retail is going away any time soon is just plain wrong,” After all:

Read more of this post