Despite Digital Advances, Brick-and-Mortar Stores Are Here to Stay

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.

The winning retailers of the future are going to combine great physical assets with the ease that comes along with that digital interaction. For the foreseeable future, the majority of U.S. retail sales will still take place at stores.
— Brian Cornell, Target CEO
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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.