AUNT EMMA STRIKES BACK! Online pure-players are revolutionising the in-store experience

Tante Emma strikes back
Source: fotolia – Edit: dotSource

Depending on which group you belong to, stationery retail is dying or is long dead. As often as these statements are repeated, they don’t become true. Although it’s difficult to find even one example of a purely offline player from small boutiques, even purely online players are becoming rarer.

Physical locations, whether a pop-up store, showroom, or full-fledged flagship, is starting to gain importance again. Especially as marketing and service channels. It is noteworthy, however, that these shops hardly remember the miserable retailing industry of the last millennium. It’s just the opposite. New stores can merge online and offline experiences and teach tradition chain stores a thing or two about what a successful omnichannel scenario can look like.

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