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Already have a account? Log In White Paper Recap – December 2023

Shira Petrack
January 4, 2024 White Paper Recap – December 2023

In December 2023, released two white papers: How Physical Stores Help DNBs Thrive and East Coast Migration Hubs. Below is a taste of our findings. To read more data-driven consumer research, visit our library

What’s A DNB Anyway?

DNBs – Digitally Native Brands – refer to retailers that began their retail journey exclusively online, selling their product line direct-to-consumers through their owned digital channel. But although all these businesses start out as a pure e-commerce play, many DNBs eventually move offline, choosing to leverage the various benefits of brick-and-mortar channels to grow their business even further.

Analyzing year-over-year (YoY) data for Q3 2023 shows that, while many retailers struggled, DNB leaders such as Vuori, Allbirds, Everlane, and Warby Parker all saw significant growth in quarterly visits per venue. Many of these brands also underwent significant expansions, but the increase in visits per venue reveals that many of the DNBs are seeing more crowded stores despite the increase in number of overall venues. The success of these brands in operating stores that consumers want to keep visiting – even in times of economic headwinds – suggests that DNBs are particularly well positioned to take advantage of the diverse benefits of offline stores. 

How Physical Stores Help DNBs Thrive uses location intelligence to reveal the different brick-and-mortar strategies helping DNBs broaden their reach, build their brand, and acquire new audiences. Several DNBs are building massive store fleets, while others focus on a couple well-placed stores – and some focus on temporary pop-ups to reap the benefits of physical stores without the long-term commitment. 

Read the full report here to discover the diverse methods that digitally native brands are enlisting to to drive growth through brick-and-mortar expansion. 

Emerging East Coast Domestic Migration Hubs

Much has been written about the recent population outflows from New York, Massachusetts, and other northeastern states. But many states on the East Coast – including Maine, Vermont, Rhode Island, Delaware, North and South Carolina, and Florida – are actually seeing influxes of newcomers. 

Each of these states – and each of the metropolitan areas attracting relocators within them – offers its own set of benefits. But those willing to make the move often fit a similar profile – younger individuals or families looking for a more favorable housing market, better schools, or more job opportunities. 

East Coast Migration Hubs looks at several states and metro areas on the East Coast to explore  the factors driving migration to these emerging hubs. Using location data to understand who is moving, and harnessing Niche’s Neighborhood Grades dataset to identify differences between origin and destination areas, the report seeks to shed light on recent domestic migration trends in the Eastern United States. 

Read the full report here to discover the factors driving domestic migration to several popular relocation destinations on the East Coast.

For more data-driven consumer research, visit our library.  

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