E-commerce entrepreneurs and brands like Another Tomorrow are heading towards physical stores to establish a seamless omnichannel system, allowing customers to shop from mobile phones, laptops, or physical stores at their convenience. Some well-established brands like Warby Parker and Allbirds established their physical presence years ago. Following the same directions, now many smaller brands are experimenting with this by opening free-standing shops, securing short-term spaces, or leasing from a retail service. Many factors, including high digital marketing costs and prohibitive customer acquisition, have encouraged DTC brands to open physical shops, establishing a seamless omnichannel presence.
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