Why digital retailers are turning to physical spaces to engage with consumers

Amazon, Sonos and Birchbox are just some of the digital brands that are opening pop-ups or concept stores in London. Campaign finds out why.

Beauty brand Birchbox opened its three month pop-up in Carnaby Street to "mirror the online shopping experience"; Amazon's "Home of Black Friday" in Soho was its first UK pop-up; and Sonos has launched a concept store in Covent Garden.

As an increasing number of online retailers look for physical spaces to engage with customers, retail expert Clare Bailey explains that "the integration between the digital and the physical is the way forward".

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