San Francisco—Nov. 10, 2015—Indie clothing retailer ModCloth began as a purely online store in 2002. After 13 years of doing digital sales, in July it opened its first physical store—and learned much about improving business by just talking with those who came in the shop.
“We discovered small things, the details our customers love," said Matt Kaness, the company’s president and CEO. "They loved linings in dresses and skirts, and they loved pockets.”
ModCloth's move to a physical store is an example of a growing trend: Once proudly pure-play online companies are signing leases and opening physical stores.
The movement got a big boost when Amazon opened a brick-and-mortar bookstore in Seattle, the online retail giant’s first long-term foray into what retail experts call omnichannel marketing.
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