Retailers Are Going Web-And-Mortar; Twitter Fends Off New Brand Safety Issues – AdExchanger

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Mind The Store

More brick-and-mortar retailers, especially department stores with real acreage, are carving out square footage in their stores for hybrid ecommerce fulfillment.

The idea isn’t new. Best Buy, Nordstrom and others have used stores as online shipping hubs for years. But the likes of Ulta Beauty and Macy’s are revamping stores with fulfillment capabilities as well, The Wall Street Journal reports.

Higher online purchase rates mean retailers must adapt.

“We recognize the consumer journey is no longer linear,” Amiee Bayer-Thomas, Ulta Beauty’s chief supply chain officer, tells The Wall Street Journal. “Ulta Beauty must provide shopping options that reflect how and where our guests want to engage.”

Understanding a store’s in-stock items is also a key data add-on for retail media networks. (Ulta, Macy’s, Best Buy and Nordstrom have all launched ad networks in the past 12 months.) It means product…

Read Full Story: https://news.google.com/__i/rss/rd/articles/CBMiPWh0dHBzOi8vd3d3LmFkZXhjaGFuZ2VyLmNvbS9hZC1leGNoYW5nZS1uZXdzL21vbmRheS0xMjEyMjAyMi_SAQA?oc=5

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source: https://news.oneseocompany.com/2022/12/11/retailers-are-going-web-and-mortar-twitter-fends-off-new-brand-safety-issues-adexchanger_2022121137404.html

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