The year before, it tested this concept through a series of residencies across various cities (New York, Los Angeles, Paris etc.) Indeed, even though 95% of their business is done online, Jerome says that the physical activations are an added touchpoint for the customer that can reap significant rewards. At least a third of all online transactions are generated by customers who have interacted with the brand in a physical location. "The more you blend physical and digital together, the more loyalty you get from your customer," he adds. This past week, New York City was the next stop in the Frieze partnership, taking place at the art fair in Randall's Island.

Source: Forbes May 06, 2019 12:56 UTC