A physical store can range from a market stall to a rented retail space in a mall and is used by an individual firm or franchise to exhibit and advertise its items. These businesses, also known as “bricks and mortar” merchants, employ employees who work in-store to help customers with their purchases, accept payments at the point of sale, change out inventory, and update displays.
Physical stores can be found in different organisations like hotels, sports arenas, private structures, art galleries, and museums. Physical stores come in a wide range of types. Some businesses rely on using deals and window displays to draw in passers-by. Others offer specialised goods that appeal to a loyal and knowledgeable clientele and as a result need a less noticeable position.
When it comes to shopping, there is a definite trend in the Middle East for customers to go to a physical store where there are personalised promos, personal shopping services, and unique discounts. Physical stores are preferred by 34% of Middle Eastern consumers because they are seen as enjoyable activities. Before making a purchase, they can also try a product (usually apparel or high-end goods) out in-store.
The advantages of brick and mortar for businesses:
Any retailer must be present where their customers are. And it is obvious that Middle Eastern consumers appreciate tactile, experience retail. For instance, the eyewear business, based in Dubai, started as an online start-up before opening physical locations. Currently, they operate seven physical stores in the UAE.
Hence, what are the advantages of brick and mortar for businesses?
- The social aspect and more individualised experience of in-store purchasing are valued by Middle Eastern consumers.
- The element of touch and feel is equally significant. To determine whether the quality, size, or fit of a product fits their expectations, people prefer to see it in person.
- With luxurious, one-of-a-kind things like jewellery, people create a deeper, more intimate relationship. Physical stores may have more exclusive or limited-edition products available.
- No shipping fees apply when purchasing things in-store, and returns are significantly easier. Additionally, customers avoid the wait time involved in returning internet goods.
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