It is becoming the engine room of ecommerce.
A new study shared by Chain Store Age shows that one in four online orders is now fulfilled through a physical store and this is expected to rise to 35.4% by 2030.
That is a big shift.
For years, retail conversations have focused on ecommerce versus stores. But the future is clearly not either/or. It is stores as fulfilment hubs, media touchpoints, service centres and local brand anchors.
And that changes the role of local marketing.
When stores become central to online order fulfilment, retailers need to think beyond logistics. They also need to drive local awareness, trust and relevance.
Because consumers may order online, but their relationship with the retailer is still shaped locally.
This is where printed media, leaflets and door drops continue to play a powerful role. They connect households with nearby stores, local offers, seasonal moments and services such as click & collect, delivery and pickup.
The future of retail may be increasingly digital. But its execution is still very local.
And local visibility matters more than ever.
#Retail #Omnichannel #RetailMarketing #Ecommerce #StoreFulfilment #DoorDrops #PrintedMedia #LocalMarketing #ELMA