Crate and Barrel works to balance online and offline sales
Even though more and more people are shopping online, executives at Crate and Barrel say they're not ready to give up on brick-and-mortar stores.
What the retailer has realized is that it's not about replacing offline sales with online, or about mobile apps replacing a website. It's about using each to support the others.
Call it the new retail balance.
"If you cut stores, you're ecommerce sales will go down," Michael Relich, COO of Crate and Barrel, said in an interview. "They're tied inextricably.... It's about making it work together."
Relich will be speaking about the "age of radical change" at the National Retail Federation's annual Big Show being held this week in New York City.
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