What is the true value of the physical store?

在过去的十年中，英国的电子商务渗透率几乎增加了两倍。在该度量标准的大流行之前的几年中，随着商店被迫关闭以帮助减少Covid-19的传播，这种增长急剧加速。自大流行以来，我们已经看到电子商务的渗透率适度，并预计未来的增长会降低。但是，鉴于该销售渠道在新闻头条新闻中的主导地位，许多人质疑了物理零售的未来。如果可以在线生成销售，那么物理商店的价值是多少？

CBRE’s recentEMEA Retail Occupier Surveyhas demonstrated that occupiers still see clear value in the physical store. When asked about a range of key performance indicators, occupiers rated bricks and mortar retail as more effective than online for all, particularly cross-selling products and consumer engagement. It is clear the value of a store can no longer be measured by its profit and loss when it brings other benefits to retailers, such as boosting brand awareness and customer acquisition. Given these results, it is unsurprising that 57% of the occupiers surveyed plan to expand their store network in 2022.

AtCBRE，我们了解商店可以拥有的关键性能指标的范围。利用这些知识，我们为许多占用者提供了未来的投资组合战略的建议，将商店视为支持电子商务，营销和运营的更广泛网络的一部分。最近，一家主要的全球咖啡零售商询问我们的商店投资组合的价值，鉴于在线渗透率的增加。利用CBRE房地产市场见解的力量，我们使用许多指标分析了他们现有的零售业务，包括消费者人口统计，移动数据，在线和店内销售以及竞争对手分析。我们建立了占用者物理商店的在线“光晕”，并战略性地审查了他们的足迹以降低成本。尽管地板空间减少了，但零售商仍保持了商店的收入，并通过更加专注的多渠道营销和投资组合投资增长了在线收入。展望未来，零售商现在有能力使不符合表演记分卡标准并投资其余产品组合的商店合理化商店。重要的是，零售商现在可以评估其网络的全部形状，而不仅仅是单个商店。

With 64% of occupiers either agreeing or strongly agreeing that the presence of bricks and mortar stores increase online sales within the local catchment, we can no longer consider the two as mutually exclusive income streams. At CBRE, we’re continuing to monitor the changing dynamic between these two channels. If you’re looking to better understand the relationship between online and offline for your brand, and what this means for your store portfolio - please get in touch with one of the team to find out more about how we can help you.