Merchandise on the Move

摘要

Even as retailers redesign their fulfillment networks, some are also rethinking what constitutes a store. "Retail brands that are asset-light, and might be focused mostly on e-commerce, are looking to downsize the physical footprint of their stores," says Brian Bourke, vice president of marketing at Chicago-based third-party logistics provider SEKO Logistics. Many are trying to put themselves closer to where customers are. "That could mean selling from temporary kiosks, or it could mean setting up at events," he says. Companies that used to work with trade show exhibitors now help marketing agencies sell brand-name merchandise in stadiums, arenas, and other event venues. That strategy requires a great deal of coordination and precise timing: if shipments get delayed, the event will go on, with or without the merchandise.