Your clients deserve the best.
And they buy from certain brands or in certain stores because they are happy with what they receive. It is not only about your product. It is also about the service, your staff's expertise clients appreciate.
Digitisation did not change this but it changes your customer's shopping behaviour since comparison became easy and consumers can share their experience with others. Fast.
A brand with a long successful history probably has a number of stores already.
In this case they might not need to run an online shop but just use digital marketing to keep people coming to their many stores.
Make a decision if you want to sell online at all.
Once you know this, create a strategy against which you can measure the results.
I believe that digitisation and customer experience should be combined.
Many great brands with wonderful products are doing well offline but not online.
From what I observe there are two major reasons: