An online jeweler creates links with brick-and-mortar shops
The New York Times - 01/07/2015
Similarly, fast-growing retailers like Warby Parker, Bonobos and Birchbox, all of which started as e-commerce ventures, have experimented with more traditional retail stores. Physical stores can also be useful when an e-commerce site has many customers in a concentrated geographic area, where they can serve as both a sales channel and an advertisement for the online brand, said Bruce Clark, a marketing professor at the D’Amore-McKim School of Business at Northeastern University.
“A physical store will rarely be able to carry the e-commerce site’s full inventory,” Mr. Clark said, “but at a minimum should be able to act as a showroom. It also will be a useful venue for supplemental services.”