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DTC Brands Step-up Brick-and-Mortar Presence to Give Shoppers ‘Tangible’ Experience

Direct-to-consumer companies are increasingly eyeing physical stores to give loyal customers a more “tangible” experience with the brand while also wooing potential consumers with something new and fresh. Valerie Pettine, vice president of brokerage services at Metro Commercial, discusses what’s driving DTC to open stores and what brands need to consider in opening up physical venues. WWD: Why should DTC digital brands consider having a brick-and-mortar presence? What are the benefits? Valerie Pettine  Courtesy image. Valerie Pettine: There are many compelling reasons why DTC brands are opening brick-and-mortar stores. The biggest reason why we are seeing the growing trend is that brick-and-mortar stores provide brand and product awareness that is leading to a noticeable increase in overall sales. For companies such as Away and Casper, they see a surge in online sales in markets where they open a tangible location. Additionally, it helps companies provide a more satisfying customer experience by giving them more avenues for where they can buy the product and allowing them to touch and feel the product, therefore gaining more confidence and trust. Having a brick-and-mortar presence also gives companies a better understanding of their customers; it will show them where their loyalty stands in comparison to other competitors, what their customers

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