However, entrepreneurs should be careful about adding too many additional costs to their budgets, said Santiago Gallino, assistant professor of operations, information, and decisions at the Wharton School of the University of Pennsylvania. "They need to adjust in a way that is smart, so that they don't lose customers," Gallino said. "And at the same time, they need to be conscious of the extra investments they may be making.
"There's an opportunity to not just offer a trunk show, but more of an ongoing pop-up with a number of different small businesses," Alderson said. "In order to be financially sustainable, any brick-and-mortar shop must have an online option," said Alderson, who's startup helped physical retailers shift to online sales during the pandemic. "There without a doubt has to be a digital component.
"I don't think brick-and-mortars have to be 100% online to succeed," Alderson said. "But, they want to have options along with curbside pickup so they are meeting customers where they're comfortable."
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