Retailers have had a tough year when it comes to advertising prices. In January, a California court issued a multimillion dollar penalty against Overstock.com, after determining that the company advertised discounts in a misleading manner.
With average in-store purchases exceeding online sales by two and three times, popular online-only retailers, including Birchbox, Piperlime, Bonobos and Blank Label are continuing their expansion into physical storefronts, further accelerating the trend of online retail concepts expanding their omnichannel sales strategy to include physical locations.
Over the last decade, U.S. airport in-terminal dining and retail programs have begun a transformation. As passengers’ time spent within terminals has increased, the demand for enhanced airport in-terminal experiences has equally increased.
Recently, I was out shopping with my children and we saw a pay phone bolted to the wall near the checkout line of a store. It didn’t appear to be operational, but there it stood. “What’s that?” my 11-year-old daughter asked.
The shopping habits of today’s consumers have changed; retailers must be able to provide the product information they want through one or more of the marketing channels they may frequent — and all of those communications must be consistent with the physical in-store experience.