Online shopping is becoming a preference for many as it becomes easier than ever to find quality goods over an internet connection and have them delivered right to the door. People are adopting busier lifestyles and it has become the easier option to shop online. With the progression of online shopping, prices are also becoming more competitive. This Amazon style of shopping is creating a “showrooming” effect with customers. As more and more competitive prices are available online people are just going to brick and mortar stores to try things on, see them with their own eye, and touch them to feel for quality. If the customer likes the product, they leave and go to search for the exact same product for a lower price from an online retailer.
This showroom effect is devastating to a lot of brick and mortar business, but companies like Fabletics are beating out Amazon and Amazon like retailers at it’s own game. They have wised up to the customer’s shopping methods and are giving them what they want while being able to maintain online and brick and mortar shopping venues. In fact, Fabletics started as an online retailer, and after much success opened their brick and mortar locations based on data collection so they knew that would have success with their stores.
Many of the customers who are attracted to the brick and mortar stores already hold online memberships with Fabletcs, drawn in by their low pricing, great product and monthly membership service that caters to their personal style. The members going into the stores are familiar with the products, and the ones coming into the store to see the products are given the chance to try out the brand and sign up in the store, giving them the full Fabletics experience. They are able to provide a high level of customer satisfaction in the store, keeping track of what local area customers buy on the website, and offering similar styles in the stores to cater to their lifestyle and preferences.
Fabletics offers a styling query on their website enabling them to assess the customer’s style and the type of workouts they do so they can offer them specially chosen picks each month. The VIP members that sign up for this styling service are also offered a lower price on the products, significantly lower than other comparable brands without a styling service. This cuts down on the amount of time the customer spends browsing the site and delivers to them exactly what they want, so there is less chance of the customer leaving the site to find something that suits their taste and budget better.
Fabletics currently offers athletic and fitness apparel on their website like leggings, shorts, bra tops, long sleeved tops and zip ups. The athletic apparel extends into athleisure options available in the stores, compelling current customers to venture into the store for dressier athletic inspired apparel that can be layered over their workout gear for a complete athletic lifestyle look.