Physical retail stores are facing difficult challenges. In addition to perennial costs such as property and other overhead expenses, competition from online retailing can eat into the customer base and siphon away profits. Despite online behaviors becoming increasingly entrenched during lockdowns and periods of social distancing, it appears that shoppers want to visit offline locations, too. This inclination carries numerous potential benefits for retailers.
The current article examines the reasons why shoppers are inclined to visit physical stores and explores potential ways to encourage it further. Although physical retailers may be unable to outdo the con- venience provided by their online counterparts, we argue that consumers appreciate an immersive in-store experience that combines convenience and interest.
