I’ve spent most of my career in retail. And most of that time we worried a lot about our physical real estate.
Site selection. Market footprint. Optimizing store layout. Co-tenants. Access. Egress. Signage. Developer contributions. Location. Location. Location.
Today, with fewer and fewer exceptions, brick and mortar retailers are closing stores and shrinking the foot print of individual sites.
E-commerce, social media and all things mobile, create a blur between places to browse, research, review, recommend and buy. The blended channel is fast becoming the only channel.
As leaders, we need our brands to embrace the blur, break through the clutter and command the consumer’s attention and trust. Anytime, anywhere, anyway.
Winning the physical real estate battle matters less and less. Winning the real estate of the mind, more and more.