By Hilary Milnes.
For e-commerce brands, brick-and-mortar stores are an investment in customer insight.
M.Gemi, the online, direct-to-consumer brand for Italian-made footwear, has opened two storefronts in New York and Boston in the past year and a half. It’s also in the process of scouting out new cities to test more locations, starting with temporary pop-up stores. It’s one in a long list of pure-play brands that have opened physical stores, as traditional retailers simultaneously shutter locations. The oft-repeated reasoning for the move offline: Customers still like to touch and feel products in real life before they buy.
It’s a good reason, but for M.Gemi, it’s the customer data that can be mined from stores that is most valuable.
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