Opinion: Next gets that the future of ecommerce is stores

Natalie Berg

To be relevant in retail today, you have to acknowledge that stores are no longer purely about selling.

I believe most high street retailers are on board with this concept, but few are comfortable implementing it. And that’s because for decades, we as an industry have obsessed over metrics such as like-for-like sales growth whereby success is confined to a shop’s four walls.

But it’s 2019 and we all know that’s not reflective of actual consumer behaviour.

Next is one of the retailers that gets it. They have hundreds of stores with a presence on most high streets – yet the bulk of their sales take place online.

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