European Retailers Compete With Amazon On "Click and Mortar" Philosophy

While Web-only retailers such as Amazon have certainly gained a foothold in Europe, retailers there say they believe a "click and mortar" strategy is the way of the future.

In a survey presented at the World Retail Congress in Paris, France, last week, 68 percent of retailers said stores remain the most important channel for shoppers. Plus, one in every three retailers plan to expand their footprint. Retailers said that the combination of online sales and shopping in stores is the way of the future.

"I am totally convinced that click and mortar is the future," Georges Plassat, CEO of Carrefour, said at the meeting, according to Reuters. In fact, two-thirds of Carrefour's sales are in-store, he said. Instead of competing with Amazon on product range, Kingfisher, the largest home improvement chain in Europe, is making room for shopper classes and other events in its stores.

John Lewis, Britain's biggest department store chain, is another major retailer that abides by the click and mortar shopping trend and continues to build stores. "Customers want to combine pure online with visiting stores. Stores have a big role to play," Mark Lewis, head of John Lewis Online, said at World Retail Congress, Reuters reported.

For more:
-See this Reuters article

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