Clicks v Bricks - IT, Big Data and the retail revolution
There was no doubt that some retailers were slow off the mark when it came to online presence and online sales. Recent research by Cushman & Wakefield has reviewed the position so far and brings a healthy dose of reality to the debate. The fusty old Brits have been the most eager adopters of online purchasing in Europe, but, as C&W point out, there is still an enormous appetite for retail space, which means that it is still a high scorer in the Investment market. It also means that logistics and warehouse space rides along on the back of both channels.
Indeed, the real question is not "clicks or bricks", but for how long a consumer based bubble, sorry, recovery, can support all this...
Technology clearly provides enormous benefits to both retailers and consumers; however, there are also drawbacks from an experiential perspective, which is a huge element for many people looking to make a purchase. Thus it really is not as simple as ‘clicks or bricks’. Physical stores remain a hugely important part of the retailing mix as they offer the ability to interact with merchandise, instant gratification for consumers, personal service and professional guidance. ”