The debate between online and brick-and-mortar will continue to be a topic moving into 2030. While online commerce will remain an important platform for new and niche brands to gain their footing, it will not replace the experience of shopping at traditional stores, the report affirmed.
Online will continue to play an integral role in the omnichannel efforts of more established footwear brands and retailers, but the study suggests that these companies should look at e-commerce as an extension of their marketing and consumer-retention plans. The channel allows companies to glean information about consumer behavior, which the report noted can be used to develop marketing strategies and influence product design.
For example, Adidas, which opened “The a Standard” shop-in-shops at select Foot Locker locations, is experimenting with interactive retail technology. The concept includes touchscreens, customer reviews, 3D images and more, and has the ability to collect analytic data of what shoppers viewed the most. In turn, Adidas and Foot Locker can better project inventory and buyer actions, the report said.
Similarly, Steve Madden teamed up with Certona, a company that specializes in real-time omnichannel personalization, allowing the brand to offer recommendations based on what shoppers search for and view the most.