Kapittel 7: Fra flaggskip til forbruker: Betydningen av den fysiske butikken og DTC-salg

Abstract

The phenomenon of “retail apocalypse” and declining physical store usage has prompted brand suppliers globally and in Norway to rethink their marketing and sales strategies. This shift has led suppliers to explore Direct-to-Consumer (DTC) approaches and establish experiential retail environments. This chapter examines how brands change their sales and marketing channels by opening physical flagship stores, adapting these spaces to counteract the decline in customer visits, and leveraging experiences to boost product and service sales. The role of physical stores is examined within the context of the Norwegian market, mainly focusing on the sports industry. Empirical data were gathered through interviews with marketing and store managers of the branded stores. Findings suggest that physical flagship stores have transformed into venues for engaging sensory experiences, detailed product education, and robust brand-building efforts. The DTC strategy allows brands to directly influence customer perceptions and create lasting emotional connections with consumers. Additionally, the chapter discusses the integration of sustainability practices within these strategies, highlighting the importance of repair services and circular economy efforts in Norwegian retail.Kapittel 7: Fra flaggskip til forbruker: Betydningen av den fysiske butikken og DTC-salgpublishedVersio