Retail companies born online are learning how the strategic use of bricks-and-mortar stores can add value to their business. Retailers including Bonobos, ModCloth, Fabletics, Amazon.com and others are opening stores as a way to build brand recognition and acquire customers as growth online gets harder, or more costly, to come by. And as editor Zak Stambor learned in reporting the November cover story of Internet Retailer magazine, driving direct sales from stores is a secondary objective for many merchants.

This episode of the Digital Commerce 360 Insights podcast discusses a number of these retailers, why they’re doing what they’re doing and how this transition from “web only” to “web mostly” could transform retail.

To access the story this podcast episode discusses, or other articles from the November issue of Internet Retailer magazine, create a free strategy membership to DigitalCommerce360.com.

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