Piperlime Reaches Omni-Channel Shoppers With First Store


Piperlime guest editor looks

Yet another example that it’s imperative to reach customers via every angle — Piperlime, previously online only, is opening its first store, in Soho, this fall.  The multibrand retailer could be leading the way for bigger companies, like Amazon, to do the same.

Celebrity-edited looks the ones above will carry over to Piperlime’s first-ever physical store.

In Piperlime’s case, the new womens’-focused store is the result of customer feedback.  Though the site sells over 500 apparel and accessory brands catering to women, men, and children, the retail outpost will necessarily present a scaled-down version of that inventory.  However, in keeping with an ideal omni-channel retail strategy, the approach will be consistent with the site — designer exclusives and guest editor-led layouts, for instance, will carry over to the Wooster Street store.

WWD reports that Saks Fifth Avenue’s CEO, Stephen I. Sadove, noted that an “omni-channel customer” spends around four times as much as, say, a shopper who only browses in-store or online.  The channels necessary to reach these particular consumers are physical, web, tablet, and mobile.  At this point, the four-pronged version of retailing is key, and Gap Inc.’s multi-brand online emporium is making a critical leap by venturing into brick-and-mortar territory.


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