“Many thought ecommerce spelled the beginning of the end for physical stores. But now it’s clear that digital platforms and offline stores are not competitors, but allies who complement each other’s capabilities.”
Even though online stores offer clear advantages like being able to accept mobile payments, easily access user reviews, and conveniently check stock availability; physical retail branches offer the edge of personal interactions. At times, there's nothing better than actually seeing the product and physically interacting with it, before a purchase.
Read the full article here: Bridging the Ecommerce-Store Experience Gap