[Business] is thinking about the direct to consumer space,
and how we move online.
What role do you see physical retail playing in all of this?
There's the shift for all these direct to consumer brands
to create physical stores.
Why do you see that happening?
What's the reason behind that?
I think the mistake a lot of people make is opening a popup gets attention
and that's all you need.
The reality is (and what we've noticed looking at the data) is... that opening a store
or a storefront is great if people purchase more than one thing,
and the second time they purchase they're purchasing directly from you online.
If somebody is going in [to a pop-up], they have no loyalty, they're buying once and they never buy again.
That popup strategy does not work.
If they're going in, if they're buying, if they like the product, and they're like,
"Oh my God.
I want to buy three more of these."
Let's say they're flats, and you wear them out,
and you love them and you want to another pair?
Or it's Denim? Or name whatever kind of case you want,
that's where that flywheel will really start to work.
That's how you can build a loyal customer base.
I think that's really the importance of it.
Customer acquisition actually is what it is.
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