The online retailer has replaced the role of stores in retailing since Online store keep offering the ultimate ease as the value of the retail property is set to fall by almost 16% this year as consumers increasingly move online (Drapers, 2019).
For over the past few years, the offline store has been struggling to keep up with the online model of operation. However, the retail store has an opportunity to give the complex offer to fulfil the customers’ expectation based on the tendency of the majority of the target market to have an immersive experience in shopping other than only to purchase the product.
As shopping behaviour and trends continuously change, the idea of creating and improving a strategy to captivate consumer’s attention to get into the store lead to the thoughtful details to provide an authentic experience, which enables consumers to feel the personalisation. Take Frank and Oak as an example, they design the store into one place to go where men can have leisure time to enjoy the cafe and even to have their hair cut inside the store. Creating such an integrated way will allow a brand to build its community of loyal advocates to liaise with their customers on new initiatives for them to visit stores (Cardy, 2019).