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New CBRE Guide Demystifies Omnichannel
Experts from CBRE took the time to get their arms around the challenges, opportunities and misconceptions surrounding real estate supporting in-store and online sales. The Los Angeles-based firm assembled all the input into the “Definitive Guide To Omnichannel Real Estate,” which will be released at ICSC RECon conference in Las Vegas (May 20-23).
CBRE’s Melina Cordero, Head of Retail Research, Americas, says “Online and in-store retail aren’t mutually exclusive – they’re more powerful when combined. Many of today’s most successful retailers are using e-commerce and their store networks in a complementary, seamless manner. But, the process of weaving together online and in-store operations is a complex challenge.”
Retail and industrial real estate experts looked at some of the strategies for improving omnichannel efficiency, given most major retailers say they can’t fulfill omnichannel demand profitably, as well as spending and shopping habits of omnichannel consumers, versus those who shop exclusively online or in stores.
The report also explores ramifications of the rapid growth of m-commerce, the purchase of goods and services from smart phones and tablets, strategies for revamping retail-center tenant rosters to adapt to omnichannel commerce and the impact of returns of merchandise bought online, which come back to retailers at a greater rate than goods bought in stores.
CBRE’s Chris Zubel, Industrial & Logistics Investor Leader, Americas, says, “Though the concept of omnichannel retailing might not seem complicated to consumers on the outside, it is a primary challenge for modern retailers to build and operate their ideal network. Those that master the transition into omnichannel retailing will be the leading retailers of tomorrow.”
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