When retailers open physical stores, the traffic to their e-commerce store increases dramatically, L2’s report Death of Pureplay Retail reveals. As stores are opened, the online traffic grows; and when the brick-and-mortar locations multiply, so do the numbers of people mentioning the brand and searching for it online. According to L2, this online buzz is accompanied by increased financial returns, making the physical store a good investment both in terms of popularity and profitability. Retail is evolving. Scott Galloway, founder & CEO of L2, believes that single-channel retail is destined to disappear, whether it’s pure e-commerce or pure brick-and-mortar. In the new world, flexibility is the key: retailers who follow their customers and are not afraid to innovate will thrive. Retailers stuck in their “good, old ways” will slowly, but surely, disappear from the scene.