by Brianna Crandall — June 10, 2015—In a developing trend affecting retail facilities managers, owners and related professionals, when Amazon recently announced it was interested in acquiring Radio Shack stores, the face of the retail industry changed, and in some respects stayed the same, with one of the world’s e-commerce giants confirming that customers of all ages require a physical location to connect with the brand, according to the Professional Retail Store Maintenance Association (PRSM).
“We are starting to see omni-channel come full circle now; this year we are actually seeing a number of online only retailers starting to branch out into the bricks and mortar world. The fact is that the physical store is still a vital component in nearly every viable retail strategy, because people very much want to connect with a brand, not only online, but at a store that looks and feels and sometimes sounds and smells like the brand they know and love,” said Garrick Brown, vice president of Research at DTZ Commercial Real Estate Services in his presentation at the recent PRSM2015 National Conference.
“Though the Radio Shack deal never materialized, it exposed the fact that Amazon wants to proceed with a bricks and mortar strategy. As does Alibaba.com and a few other e-retailers like Bonobos, Warby Parker and Art.com that have already actively been opening stores. What all of these online retailers understand is that they can bolster loyalty to their brands with physical stores, where customers will be able to explore unique products, return items purchased online and also shop and research their next purchases,” added Brown.
More than 2,000 retail industry professionals gathered at the PRSM2015 National Conference in Philadelphia to better understand their role in maintaining retail’s brick and mortar investment, and other strategic assets such as distribution centers. Besides Brown, other presenters included the keynote address by Daymond John of ABC Television’s Shark Tank.
“The retail industry is well served by the professionals who play a leadership role in devising strategies and carrying out the tactics to operate and maintain the physical store and now the increasingly important distribution center,” said Patricia Dameron, executive director, PRSM Association. “In this 20th Anniversary year for PRSM it’s rewarding to see such a large gathering of members and other industry executives and at a time when there is so much growth and opportunity.”
Also in Philadelphia, PRSM Association celebrated its 20th anniversary of incorporation and released its 2015 Best Practices Book, the sixth in its annual series, providing case studies and examples of technical, operational and professional excellence in retail facilities management. Post-conference handouts, photos and more coverage are available online. The PRSM2016 National Conference will be held April 25-27 in Long Beach, California.
