Retail Stores added to Pixmania are an attempt to boost sales, currently the organisation claims that their 26 web sites brings in a total 900 million euros (GBP £707).
Jean-Emile Rosenblum, co-founder and vice president of the group, says that within five years the retail stores will account for 50% of the companies’ total sales.
The reasoning behind this are:
(i) Satisfying customers purchasing habits goes further than online sales
(ii) Many customers carry out research online and then prefer to purchase in store
(iii) Many customer prefer to see and feel the product before purchasing
The web helps to bring customers into stores with 80% of those shoppers then purchasing additional products whilst in store. O2, the UK’s leading mobile phone network, is also applying this tactic, where customers purchase online and then collect the phone in store.
However, recent statistics show that more Europeans are making online purchases, with 43% of individual’s ages 16-74 buying online over 27 EU countries. In comparison 53% of U.S consumers made an online purchase in 2011. Chances are this means less people shopping in store and more online, have Pixmania made the wrong decision?
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