Category
Tech
Automated Upkeep
Trend cluster
Category
Flagship
E-Commerce
Successful e-tailers extend their presence into the physical world.
5.0
Trend score
Trend
What is the Flagship E-Commerce trend?
Flagship E-Commerce: Referred to as a 'clicks to bricks' business model, e-commerce brands are increasingly expanding their presence to include physical flagship locations in addition to prominent web marketplaces. This adapted model is an example of the evolving nature of the retail experience and the steadfast desire of consumers for a customized, face-to-face encounter.
Trend themes
Themes within the Flagship E-Commerce trend
Three behaviours holding the trend together01
Clicks-to-Bricks Business Model
The trend of e-commerce brands extending their presence to include physical flagship locations, enables customers to experience a personalized, face-to-face encounter.
02
Online-to-Offline Retail Strategy
The trend of online companies opening physical stores to expand their reach, curating their selection, and enticing customers by giving them a chance to try out the products before making a purchase.
03
Convergent Retailing
The trend of brands featuring complementary products from other businesses in-store rather than marketing individually, enables brands to showcase other businesses with similar values or co-branded collaborations.
Industry implications
What the Flagship E-Commerce trend means for industry
Where the trend changes the playbookFor
Retail Industry
The retail industry can reference these trends to reinvent their business models and expand their reach by bridging the gap between online and offline shopping experiences.
For
E-Commerce Industry
The E-commerce industry can reference these trends to improve customer experience by breaking the monotony of online shopping and attracting customers with physical store locations.
For
Marketing Industry
The Marketing Industry can reference convergent retailing to develop collaboration marketing strategies for brands that share similar values and work towards mutual growth marketing goals.
Workshop question
Describe what your brand would to if it had to relocate to a brick and mortar location (or from retail to the online space).
Trend signals
Trend signals for Flagship E-Commerce
Trend score 5.0 out of 10, from popularity 75%, activity 67%, freshness 8%.
Popularity75%
Activity67%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Flagship E-Commerce trend
7 featured examples from Jul 11, 2014 to Dec 10, 2015CategoryArt & Design
Crafty Retail Partnerships
Four Canadian Etsy Sellers Will Be Getting Exposure in Nordstrom
Crafters and artisans creating unique, handmade products to sell through partnerships with retailers.
CategoryMarketing
Beauty Subscription Shops
Birchbox's Subscription Service Experience Now Takes the Form of a Shop
The beauty and cosmetics industry can leverage the subscription shop trend to innovate and enhance customer experiences, through personalized product offerings and interactive ser…
CategoryLifestyle
Menswear Brand Cafes
The Frank & Oak Toronto Flagship Houses Cafe St Viateur
Fashion brands can integrate food and beverage offerings in their stores to create an innovative and memorable shopping experience.
CategoryMarketing
Online Retailer Bookstores
Amazon Books Opened Its First Physical Store Using Online Data
Retailers can use online data to customize in-store offerings, creating a seamless online-to-offline shopping experience.
CategoryMarketing
E-Commerce Flagship Uniforms
The Warby Parker Uniforms at Their Flagship Store Offer Flexibility
Offering employees flexible uniform options can create a more personalized and attractive in-store experience for customers while maintaining a professional appearance.
CategoryBusiness
Online Retailer Brick-and-Mortars
The Nasty Gal Melrose Store is Located in Los Angeles
The success of Nasty Gal's brick-and-mortar store demonstrates opportunities for online fashion retailers to expand their physical presence and offer curated shopping experiences.
CategoryBusiness
In-Store Toy Shops
Crate & Barrel is Temporarily Housing a Land of Nod Store-In-Store Shop
Retailers can explore store-in-store formats to increase their product offerings, diversify their revenue streams, and offer unique and interactive shopping experiences for their…
