Based on PwC’s 2017 Total Retail survey, consumers strongly prefer in-store shopping over online for a number of categories, the top being: grocery (70%), furniture & homeware (59%), household appliances (56%), DIY/home improvement products (52%), jewelry and watches (49%), clothing & footwear (51%), sports equipment/outdoor (44%), and health & beauty cosmetics (47%).
e-Commerce retailers, such as: Warby Parker, Allbirds, Away, M. Gemini, Everland, Birchbox, and Casper Mattress, have recognized the brick-and-mortar advantage and put stake in ground.
Case in point, making the move into physical retail: Casper started selling its mattress in partner store, Target, along with a series of temporary pop-up shops. In February 2018, Casper opened its first permanent, physical location in New York City. Consumers can lay down on Casper’s products in one of the shop’s six miniature home displays. These interactive retail fixtures exhibit Casper’s mattresses with the goal of making the shopping experience entertaining and educational.