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Bricks over clicks
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“There is definite evidence, both ways, that opening up a store increases online sales in the vicinity of that store,” he said. “And conversely, if you shut a store, there is evidence that you do not fully recover all of those sales, either online or transferring to another store.”
Mountain sports retailer Oberalp’s chief sales officer Stefan Reiner said that “the more stores are present in an area, the higher the interest in the online brand.”
To attract shoppers Decathlon has hubs dedicated to repairing or to renting equipment and areas where customers can play sports.
“Stores offer new features such as showrooms and discovery stations to integrate physical and digital elements, facilitating the exploration, analysis, and comparison of products,” Celine Del Genes, its chief customer officer, told Reuters.
In the Rome shopping mall, Decathlon has put two table tennis tables near the store entrance where people can play for free.
“It’s a nice idea: we can have fun in a place where we usually come only to buy,” one of the young players told Reuters as table tennis balls flew by and his friends argued whether the shot was in or out.
Spanish retailer Inditex, owner of the Zara brand, offers group fitting rooms, where friends can try on clothes. The fitting rooms also have touch screens so customers can request different sizes or styles.
In Germany, online retailer Zalando already has 15 physical shops in the country, with another being built in Freiburg in the south.
Like other retailers, Zalando, which sells everything from swimsuits to Hugo Boss dresses, is fighting increased competition from Shein.
The Singapore-based online retailer has adopted a “pop-up” stores strategy, opening shops in European or British cities that close after a few days.
Industry experts believe shoppers prefer the human touch and the convenience and immediacy of buying from a store.
“Consumers are choosing to return to stores as they’re rediscovering the leisure aspect of shopping,” RBC analysts said. They also like the convenience of click and collect and as people return to offices it means they’re less certain of being at home for a delivery, they said.
“Some people just want to buy a t-shirt and to go to a party or school. If you have to wait two weeks this is simply too long,” said Joekel at Union Investment.

Gold prices
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US gold futures gained 0.4 percent to $2,765.80.
“The lead-up to the upcoming US elections may continue to offer traction for its status as a hedge against market turbulence, further supported by a temporary breather in the US dollar and Treasury yields overnight,” said IG market strategist Yeap Jun Rong.
“While stronger economic data may support more patience in Fed’s easing process, we may expect gold prices to stay supported, with rate expectations well-anchored around a smaller 25 basis point in November.”
With just eight days until the Fed’s rate decision, investors are awaiting a series of critical events to gauge their influence on the US central bank’s move.
Data this week includes US job openings at 1400 GMT, ADP employment on Wednesday, US Personal Consumption Expenditures on Thursday, and payrolls report on Friday.
Then comes Nov. 5, when Americans go to polls to elect a new president.
Markets are pricing in about 99 percent chance of a 25 basis points rate cut by the Fed, according to CME’s FedWatch Tool.
Lower rates reduce the opportunity cost of holding gold, which is also seen as a safe asset during times of economic and political turmoil.