Innovation Brick and Mortar Retail Research Paper

Innovation in Retail

One recent innovation in retail is e-commerce, which has totally altered the way that customers can shop and consume. For brick and mortar retailers, a crossroads of sorts has arrived. Should they turn to the technological advancement of e-commerce in order to appeal to consumers? Or has this innovation benefited from tax breaks that are now coming to an end, and which will therefore make this innovation far less appealing to retailers and consumers than it has in the past? Certain factors are at play, including cost and convenience, when it comes to determining whether this innovation is one to which companies should commit themselves. Although the Digital Era is here, e-commerce may have limited appeal now that the Supreme Court has reversed a decades old ruling that freed Internet-based retailers from the constrictions of state sales tax (Fiegerman & DePillis, 2018).

Don't use plagiarized sources. Get Your Custom Essay on
Innovation Brick and Mortar Retail Research Paper
Just from $13/Page
Order Essay


E-commerce giant Amazon has decimated the brick and mortar retail space in recent years (Grosman, 2018) leaving retailers to find new ways to stay competitive. For some brick and mortar retailers, competing with Amazon has been difficult: many companies have gone bankrupt—like Toys ‘R’ Us—and many more are on the verge of sinking into oblivion, even long-standing companies like Sears (Tuttle, 2017). Others, like Wal-Mart, have attempted to incorporate the e-commerce side of modern day life into their own business plan and have both a brick and mortar operation and an online sales operation (Thomas, 2018). While companies like Wal-Mart have millions to spend on creating a new e-commerce infrastructure, smaller companies may like the resources needed for such an investment.

At the same time, there is a need to do something. If brick and mortar retailers continue to sit on their heels allowing Amazon to gobble up all the sales, they could quickly go out of business. The trouble is that even if they do enter into the e-commerce space, they still have to differentiate themselves from the behemoth that is Amazon—which is essentially like the Wal-Mart of online shopping times 1000. For people who only care about ease of access, Amazon is a simple, one-click approach to shopping that saves a lot of time and hassle. How can a traditional retailer compete? Should a brick and mortar retailer even try to go the way of e-commerce?


The costs of entering into e-commerce can quickly pile up. There are storage costs, shipping costs, distribution costs, marketing costs, and so on—all of which adds up. While it may be tempting to think that if one cannot beat them, one should join them and thus enter into e-commerce and close the brick and mortar stores. But this is not actually the only solution—nor is it even the correct one given the new Supreme Court ruling that will allow states to begin charging sales tax on items purchased online. That means the cost-savings typically associated with online retail are now going to go away—which will give brick and mortar stores more appeal, especially if their costs end up being lower than those attached to e-commerce.

Another thing to consider is that brick and mortar retail can still offer something that e-commerce cannot: the human experience. As Freedman (2017) notes people “often want personal experiences when shopping”—and that is something that no e-commerce giant can give. Online retail is just a convenience—but for a real, personalized shopping experience, there is no replacement for a brick and mortar retail outlet. And that is the big factor that a brick and mortar retailer must keep in mind. In an age in which everyone is turning to e-commerce (right when prices and costs are set to go up for this industry, too), the human factor will be what makes the difference. Businesses have to differentiate themselves from their competitors. A brick and mortar retailer must not be limited to selling goods: it also has to be willing to sell an experience.


For the brick and mortar retail business, the recommendation is that it keep its brick and mortar business and hold off on converting completely to e-commerce—especially since states are going to be charging sales tax on Internet retailers now. People are going to be looking for an experience in the near future—something different from the one-click convenience of shopping on Amazon. They are still going to continue to be people, as Freedman (2017) notes, and that means they are still going to want human contact. The human factor in shopping, in consumption, in sales, and in the offering of an experience is what is going to drive brick and mortar retail success in the coming years. Instead of shifting feet and diving all-in on e-commerce, brick and mortar retailers should think of ways to offer consumers a great in-house experience while doing their shopping in their location.

Whether it’s great music, the chance to network, the opportunity to sit down and have a meal while the kids play like what Ikea offers in its mega-stores, those decisions are up to the individual store. The point is the brick and mortar retailers can get and must get creative with the goods and services they provide. Convenience shopping will always have its appeal—but so too will the human experience, the human touch, the human factor, and that is what will save brick and mortar retailers in the coming years. Offering a human experience is what a brick and mortar business must do.



Fiegerman, S. & DePillis, L. (2018). Supreme Court rules states can force online

retailers to collect sales tax. Retrieved from

Freedman, D. (2017). Bricks, mortar—and experiences. Retrieved from

Grosman, L. (2018). What the Amazon effect means for retailers. Retrieved from

Thomas, L. (2018). Walmart has a big year of ecommerce investment planned.

Retrieved from

Tuttle, J. (2017). 22 retailers that are at serious risk of bankruptcy. Retrieved from

What Will You Get?

We provide professional writing services to help you score straight A’s by submitting custom written assignments that mirror your guidelines.

Premium Quality

Get result-oriented writing and never worry about grades anymore. We follow the highest quality standards to make sure that you get perfect assignments.

Experienced Writers

Our writers have experience in dealing with papers of every educational level. You can surely rely on the expertise of our qualified professionals.

On-Time Delivery

Your deadline is our threshold for success and we take it very seriously. We make sure you receive your papers before your predefined time.

24/7 Customer Support

Someone from our customer support team is always here to respond to your questions. So, hit us up if you have got any ambiguity or concern.

Complete Confidentiality

Sit back and relax while we help you out with writing your papers. We have an ultimate policy for keeping your personal and order-related details a secret.

Authentic Sources

We assure you that your document will be thoroughly checked for plagiarism and grammatical errors as we use highly authentic and licit sources.

Moneyback Guarantee

Still reluctant about placing an order? Our 100% Moneyback Guarantee backs you up on rare occasions where you aren’t satisfied with the writing.

Order Tracking

You don’t have to wait for an update for hours; you can track the progress of your order any time you want. We share the status after each step.


Areas of Expertise

Although you can leverage our expertise for any writing task, we have a knack for creating flawless papers for the following document types.

Areas of Expertise

Although you can leverage our expertise for any writing task, we have a knack for creating flawless papers for the following document types.


Trusted Partner of 9650+ Students for Writing

From brainstorming your paper's outline to perfecting its grammar, we perform every step carefully to make your paper worthy of A grade.

Preferred Writer

Hire your preferred writer anytime. Simply specify if you want your preferred expert to write your paper and we’ll make that happen.

Grammar Check Report

Get an elaborate and authentic grammar check report with your work to have the grammar goodness sealed in your document.

One Page Summary

You can purchase this feature if you want our writers to sum up your paper in the form of a concise and well-articulated summary.

Plagiarism Report

You don’t have to worry about plagiarism anymore. Get a plagiarism report to certify the uniqueness of your work.

Free Features $66FREE

  • Most Qualified Writer $10FREE
  • Plagiarism Scan Report $10FREE
  • Unlimited Revisions $08FREE
  • Paper Formatting $05FREE
  • Cover Page $05FREE
  • Referencing & Bibliography $10FREE
  • Dedicated User Area $08FREE
  • 24/7 Order Tracking $05FREE
  • Periodic Email Alerts $05FREE

Our Services

Join us for the best experience while seeking writing assistance in your college life. A good grade is all you need to boost up your academic excellence and we are all about it.

  • On-time Delivery
  • 24/7 Order Tracking
  • Access to Authentic Sources
Academic Writing

We create perfect papers according to the guidelines.

Professional Editing

We seamlessly edit out errors from your papers.

Thorough Proofreading

We thoroughly read your final draft to identify errors.


Delegate Your Challenging Writing Tasks to Experienced Professionals

Work with ultimate peace of mind because we ensure that your academic work is our responsibility and your grades are a top concern for us!

Check Out Our Sample Work

Dedication. Quality. Commitment. Punctuality

All samples
Thesis/Thesis chapter
Research paper
Essay (any type)
creating a Code of Conduct
View this sample
Research paper
Week 1 Journal Assignment
Undergrad. (yrs 3-4)
Human Resources Management (HRM)
View this sample
Research paper
Cultural Intelligence Presentation
View this sample
Research paper
Communicable Disease
View this sample
Research paper
Mental health
View this sample
Essay (any type)
Personalized Glossary of Research and Assessment Terms
View this sample

It May Not Be Much, but It’s Honest Work!

Here is what we have achieved so far. These numbers are evidence that we go the extra mile to make your college journey successful.


Happy Clients


Words Written This Week


Ongoing Orders


Customer Satisfaction Rate

Process as Fine as Brewed Coffee

We have the most intuitive and minimalistic process so that you can easily place an order. Just follow a few steps to unlock success.

See How We Helped 9000+ Students Achieve Success


We Analyze Your Problem and Offer Customized Writing

We understand your guidelines first before delivering any writing service. You can discuss your writing needs and we will have them evaluated by our dedicated team.

  • Clear elicitation of your requirements.
  • Customized writing as per your needs.

We Mirror Your Guidelines to Deliver Quality Services

We write your papers in a standardized way. We complete your work in such a way that it turns out to be a perfect description of your guidelines.

  • Proactive analysis of your writing.
  • Active communication to understand requirements.

We Handle Your Writing Tasks to Ensure Excellent Grades

We promise you excellent grades and academic excellence that you always longed for. Our writers stay in touch with you via email.

  • Thorough research and analysis for every order.
  • Deliverance of reliable writing service to improve your grades.
Place an Order Start Chat Now