The best way for retailers to survive in the new digital age is to combine the best of online and offline marketing, according to Rosanne Jansen, founder and director of 9streetsonline.com.

The best way for retailers to survive in the new digital age is to combine the best of online and offline marketing, according to Rosanne Jansen, founder and director of 9streetsonline.com.

‘We’re living more and more online and that changes the way we behave as a consumer. Physical stores and shopping centres as we know them today will disappear in a few years time.’

Jansen made the comments during a presentation at the ICSC Marketing conference in Amsterdam on Thursday. 9streetsonline.com is the online marketing platform for nine interconnected shopping streets in the historic canal belt district of Amsterdam accommodating small independent boutiques and other trendy mono-stores.

9streetsonline.com was created three years ago by placing a ‘digital roof’ over the area to create a virtual department store, Jansen explained. 'Our ecommerce platform is available 24/7 and combines experience and inspiration. Everybody in the world can come here without buying an air ticket!’

Jansen claims individual stores located under the digital roof of the ecommerce platform have increased both their physical and online turnover since its creation. But, she added, concrete figures remain confidential.

Jansen’s digital platform takes care of the logistics and operations and, she said, equally importantly, the branding of the operation. ‘Success lies in the emphasis we have placed on carefully building a new brand. Many online channels cannibalize on existing offline services, but in this case we are providing an extra service. We have built a brand and trustworthy platform to obtain a reach beyond existing customers and build a new customer base, for example among tourists - past, present and future.’