By Nadine Melo (Atlanta)
For the past year and a half, we’ve been inundated with
stories detailing the demise of retail.
But their accuracy is open to question.
Several published articles have painted a picture of large
retailers going bankrupt and being unable to maintain sales as they scramble to
compete with their digital peers. In fact, the latest acquisition of Whole
Foods by Amazon – traditional retail’s proverbial grim reaper – has seemingly exacerbated
this fear; yet, a myriad of data indicates that bricks-and-mortar retail stores
are here to stay.
According to a July IHL
report,
there has been a total net increase of 4,080 stores in 2017, including
traditional retail locations and restaurants. The report is based on a review
of more than 1,800 retail
chains with more than 50 U.S. stores in 10 retail vertical segments.
Even specialty apparel retailers, the most affected retail
segment, will see 1.3 chains opening new stores for every chain closure – and
the reason is quite simple.
Although people are choosing to forgo lines at the stores
and shop online, the act of shopping is intrinsically a human experience. The
idea that the Internet is going to supplant the physical need for space is
erroneous, and that's because people want to gain the experience of touching an
object before they make a purchase.
E-Commerce companies, for example, are looking for bricks-and-mortar
space not to open a full-fledged department store, but to provide customers with
a showroom experience. In other words, customers can come to a store, test
preferred items, order said items at the retail location and then have them shipped
to their homes. National bricks-and-mortar retailers like Nordstrom, Best Buy
and Target have followed suit with similar strategies to remain competitive.
Most, if not all, retailers are using the Internet to
diversify their marketing initiatives by opting to use omnichannel strategies.
This diversification enables the savvy retailer to think beyond simple product
placement and focus on consumer behavior. For example, Best Buy has taken a
note out of Amazon’s book and has brought back the “traveling salesman,” in
which a salesperson comes to your house and has you try out new products from
the comfort of your home. The change in tactic helped Best Buy increase its
domestic sales 4.9% in the second quarter of 2017 according to Chain Store Age.
Additionally, a large amount of industrial property
absorption is occurring across the U.S. and globally as retailers look for
industrial space where they can store products and fulfill online orders for
delivery within 24 hours. In Atlanta alone, according to Biznow,
about 13 million square feet (msf) of warehouse space has been leased by
tenants like Tory Burch, Variety Wholesaler, and Duracell and another 10 msf of
big-box warehouse space is currently under construction.
This is not the first time that the face of retail has
changed. In the past, it was Sears who initially changed the game with the
introduction of the catalogue, leading to the opening of the first department
store. Then Walmart came along with its low and discounted prices, and today
it's Amazon causing disruption. Amazon has impacted retailers by forcing them
to abandon traditional modes of production, distribution and advertising to
reach customers.
Therefore, what we are seeing is not the death of retail real
estate – but, rather, its evolution.
(Nadine
Melo is the marketing co-ordinator in Avison Young’s Atlanta office. She works
closely with her Atlanta office’s capital markets group.)
