While ecommerce offers unprecedented convenience, this is not the end of the road for brick-and-mortar. Customers still value in-store experiences. In fact, two out of three consumers think apparel brands should focus more on improving experiences both in-store and online, as opposed to focusing solely on their online presence.
Improved in-store services and experiences will keep brick-and-mortar stores afloat, but only if retailers look to new and innovative ways to re-engage with customers. Take, for example, Sephora. The beauty retailer is using AI to personalize the in-store shopping experience with its Color IQ technology. This tool uses machine learning to scan consumers' skin and provide them with personalized skincare and makeup recommendations based on their needs.