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.
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.