Vivantis to Blend Online & Offline with Launch of Physical Stores
PRAGUE, CZECH REPUBLIC – E-commerce group Vivantis, owner of popular Czech online retailers including Vivantis.cz, parfumy.cz, hodinky.cz, sperky.cz, and krasa.cz, is preparing to open brick-and-mortar stores, signaling a shift towards a blended online-offline retail strategy. Teh move comes as Vivantis seeks to cultivate customer loyalty and drive sales through a more tactile shopping experience.
While Vivantis currently operates a unified e-shop, Vivantis.cz, alongside its specialized online stores, the company acknowledges that individual e-shops currently boast higher conversion rates – the percentage of website visitors who make a purchase – than the aggregated platform. According to the company, this is as customers, notably in categories like fragrance, frequently enough require a physical experience before committing to a purchase. “The customer needs a sniff,” reflects the core challenge vivantis aims to address with the new stores.
The company intends to gradually steer customers towards the main Vivantis.cz platform, hoping to build a base of loyal shoppers who will prioritize the convenience of the unified shop. If triumphant, the long-term viability of the individual e-shops will be re-evaluated. The strategy reflects a broader industry trend as online retailers recognize the enduring value of physical retail in enhancing brand engagement and driving sales, particularly for products where sensory evaluation is key.
