A brick and mortar store will allow us to capture foot traffic on Castro Street, which is a string street. Here, consumers will be walking from shop to shop, exploring, and taking in the other stores/restaurants the city has to offer. We will be a new addition to the street, so consumers will be drawn to our retailer wanting to know more about our products and what our brand has to offer.
 

       Our physical store will be seamlessly integrated with our ecommerce website, which will allow the customer to choose the shopping method that is the easiest or most convenient for them. According to NRF Vice President for Research and Development and Industry Analysis Mark Matthews, "products ordered online are increasingly picked up in-store or shipped from a nearby store, and digital technology being used at bricks-and-mortar locations lets retailers help customers find what they want or make the sale even if the product is out of stock" (Acosta, 2018). To implement this concept into Born to Be, when a customer orders a product online, they will be able to to pick it up at our brick and mortar location for free. If they come to pick up their order and discover they don't like the color, or it doesn't fit how they want it to, we will offer easy exchanges or returns in-store. We will also integrate our ecommerce presence in the brick and mortar location by offering online orders through iPads in the store if the product a customer wants is out of stock or no longer available in store in their size or color preference. This will also allow us to increase our store traffic because the customer will likely shop our store while they are there to pick up/try on their order. 

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       When we update our in-store technology, we want to make sure that our technology decisions benefit the entire company and allow us to seamlessly integrate all our channels (Schambach, 2017).