Warby Parker, a popular eyeglass retailer with a hipster feel and affordable process, has made a space for itself in the e-tail world.

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After years of success online, the company has moved on to brick and mortar. With eight locations in select neighborhoods around the United States, Warby Parker now offers consumers the ease of shopping online, and the experience of shopping in-store.

Their story isn’t entirely unique. Companies like Birchbox, Bonobos, and Amazon are expanding from the web and adding physical locations into their sales strategy. Rent the Runway, a designer dress and accessory rental company, is adding a fourth retail location this month where women can pick out their high-end rental in person.

“We quickly realized that while we were seeing all the benefits we expected from branding and marketing—the ‘halo’ effect of having a store open—stores could be a meaningful driver of sales and profitability, which was really unexpected,” Mr. Gilboa, (Co-Founder & Co-CEO of Warby Parker) says.

While Warby Parker is keeping their brick and mortar stores clean and simple, others like Urban Outfitters are adding to the in-store experience by equipping stores with beauty salons, coffee shops, record stores, and photo booths.

Whether you’re an online retailer, or traditional brick and mortar, it’s clear…creating a positive, memorable experience for shoppers is critical. The question is, will more e-tailers follow these trendsetters into the brick and mortar world in order to create that experience?

Shannon King photo
Shannon King is a Marketing Manager at Natural Insight. She's an avid Washington, D.C. sports fan and traveler/adventurer. Say hi on Twitter @shannonking456