My wife is co-owner of a very small-scale clothing retailer, aimed at young goths and punks. It has been around for almost 20 years, and has moved three times,

My wife is co-owner of a very small-scale clothing retailer, aimed at young goths and punks. It has been around for almost 20 years, and has moved three times, always to slightly larger locations. It is having its best year ever, for the third year in a row. A major turning point came about 5 years ago, when the store's two owners decided to stop trying to sell online, and concentrate exclusively on their IRL store. The increase in in-store sales was greater than the entirety of the lost online sales. By concentrating more on one thing (in-store shopping experience), they did better. Most of the customers who come to their store do so, because they like it there. It's not like that spiked collar or horror movie T-shirt or anime sticker is a necessity, or unavailable online. They are in the store anyway, because they like it there, so why not buy something while you're there. What gets them to the store is not the "need" to buy something, it's the fact that they like it there; buying is something that happens after they are there, because it's convenient and they like the store. What's quicker and more convenient than ordering online? Buying the thing right in front of you, because you're already there anyway. But they won't be there, if the vibe is nasty or irritating or unfriendly.