A key component of micro-fulfilment is rethinking the role of the retail store, which now needs to function like a warehouse and bricks-and-mortar shop, says Maggie Barnett, COO of ShipHero, the fulfillment network partner for Shopify. “Some of our large beauty and fashion brands have a prolific real estate footprint, so they want to leverage that — even if people aren’t necessarily visiting those stores at 100 per cent capacity,” Barnett says.
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