Retail Life Cycle: Omni-Channel
MARCH, 2017

Industry Insight
Brick & Mortar

Brick & Mortar is the Foundation of the Omni-Channel Model

Total U.S. Retail Sales:
Source: A.T. Kearney Analysis


Physical Store Sales


Pure-play Online


Multichannel Online


90% of all retail sales are transacted in physical stores


95% of all retail sales are captured by retailers with a brick-and-mortar presence.

“Our stores are very central to who we are… over 90% of our sales is still touching a store,” he said during the chain’s recent earnings call. “As strong as growth in ecommerce continues to be, it will never displace stores on the experience they give our shopper.”

Alex Smith
President and CEO, Pier One Imports, Inc.


Only 5% of all retail sales are attributed to pure-play online merchants


Two-thirds of consumers who purchase online use the store before or after the transaction.