Over the past decade, consumers have witnessed the retail environment transition from its traditional state to one that embraces technology and e-commerce. However, despite the fact that e-commerce sales are growing, brick-and-mortar stores still remain the dominant player in the retail environment. Target CEO Brian Cornell recently appeared on CNBC to emphasize that brick-and-mortar dominance won’t be ending anytime soon.
Though the simplicity and convenience of e-commerce can make the shopping experience easier on some consumers, it simply cannot replace the analog experience of walking through a physical store—and the decision-making process that comes along with doing so.
There’s no doubt that changes and innovations will continue to emerge, but for the foreseeable future, e-commerce and brick-and-mortar stores will continue to co-exist to meet the unique needs of each consumer.