What will the store of the future look like? This question occupies classic retailers and now evermore pure players. Amazon is just the most famous example of a company with digital DNA that has dared to step into stationary trade.
The reasons for this should not be dismissed out of hand: in the longterm, pure players are missing direct customer contact and touchpoints at which customers come into contact with the brand. It takes a much bigger marketing budget to stay present. This is still easier to gain the trust of customers in the carbon world than in the digital sphere. There is a good reason why even digital savvy Rocket Internet is filling-up Berlin with billboards at the moment: