An in-store presence gives people the chance to see, touch and try products, which builds trust and confidence in the brand. Many shoppers still prefer the human side of retail, where they can ask questions and get real-time advice.
At the same time, an online presence allows a brand to be open 24 hours a day, reaching customers who prefer shopping from home or who live far from a physical location.
According to recent retail surveys, around 70 percent of consumers like to research products online before visiting a store, and more than 80 percent shop online at least once a month. This shows that modern shoppers use both channels, often switching between them before making a final decision.
What advantages does a strong in-store experience offer?
Having a physical store gives brands the chance to create a memorable environment. Customers can receive personal service, try products and get extra support from trained staff.
Stores also help build brand loyalty because customers remember the interaction and the experience.
For industries where fit, quality or colour are important, a physical location can remove uncertainty and encourage customers to buy confidently. In-store experiences also help brands stand out from competitors by offering something unique that cannot be fully replicated online.
What advantages does a strong online presence offer?
An online shop allows brands to reach a much wider audience beyond their local area. People can browse at any time, compare options easily and order with fast delivery.
Online platforms also give brands valuable data about customer behaviour, helping them understand what products are most popular and what marketing works best.
Online sales continue to grow worldwide, with digital retail increasing by more than 20 percent in recent years. This shift means brands that rely only on physical stores may miss an important part of the market.
How does a brand like Dress2Party benefit from both channels?
Dress2Party, a well-known retailer of prom dresses and evening wear, is a clear example of how a combined approach works successfully.
The brand has physical stores where customers can try on dresses with advice from stylists, which is essential for items like prom gowns where fit and comfort matter a lot.
At the same time, Dress2Party has a large online store with hundreds of styles available to browse. This helps them reach customers across the UK who cannot travel to one of the physical locations.
Many shoppers begin their search online, checking colours and designs, then book an appointment in-store to make the final choice. The brand also uses its online platform, run by Shopify, to be clever with content, sharing their top prom trends and then sharing these on social media. This can drive both sales online and in person - and is more cost-effective and scalable than other traditional marketing mediums such as radio or billboards.
By offering both experiences, Dress2Party captures customers who want convenience as well as those who value a personal fitting.
Do brands need only a store, only an online presence, or both?
The answer depends on the type of brand and the needs of its customers. Some businesses can operate successfully online only, especially if their products are simple to choose without trying first. Other brands rely heavily on physical interaction and benefit from having at least one store.
However, for many modern retailers, the strongest model is to offer both options. Customers want freedom and flexibility in how they shop, and a combined approach allows a brand to meet different expectations.
Having both channels increases visibility, builds trust and makes it easier for customers to engage with the brand in the way that suits them best. Brands that embrace both in-store and online experiences are often more resilient, more competitive and better positioned for long-term growth.
