Why digital giants need to have physical stores

The American tech giant Google has just recently launched its first ever retail store in London despite the fact it is already popular among the people worldwide. This retails store will not only offer the products of the company but also hold regular sessions and events to teach people regarding online security, coding for children, and how to use products. However, it is not a sole story of Google as other digital companies like Apple, Amazon, OnePlus, Xiaomi etc. even in this technological age of e-commerce, compelled to inaugurate the physical stores as well to get closer to their consumers. The reason behind is that the traditional retail stores still tops e-commerce industry and therefore, digital giants finding it necessary to open physical stores to boost the sale patterns. Confirming the above statement, an annual survey conducted by Monash University, Australia by the end of 2013 found that physical stores are still the first choice of the shoppers, despite the growing importance of online stores and social media channels such as Facebook and Twitter. Another report regarding this conducted in 2014 by A.T. Kearney which is a leading global management consulting firm and it stated that: “Stores provide consumers with a sensory experience that allows them to touch and feel products, immerse in brand experiences, and engage with sales associates who provide tips and reaffirm shopper enthusiasm for their new purchases.” Therefore, opening a physical store is now becoming a hot trend the e-commerce based businesses as they have started to embrace that no matter how established an online store of their brand might be, but physical stores offer better customer services and attract more customers.