Since the ways in which consumers continue to increase their purchasing decisions, retailers are at a crossroads. One of the main reasons for running a brick and mortar store-building a strong, unique brand experience seems no longer as relevant. Thanks to the rapid rise of social media and corporate transparency, consumers are exercising enormous influence on the design and brands increasingly skeptical excessively smooth shopfitting, employees and marketing messages. The once dependabl … Read more »

Since the ways in which consumers continue to increase their purchasing decisions, retailers are at a crossroads. One of the main reasons for running a brick and mortar store-building a strong, unique brand experience seems no longer as relevant. Thanks to the rapid rise of social media and corporate transparency, consumers are exercising enormous influence on the design and brands increasingly skeptical excessively smooth shopfitting, employees and marketing messages. The once reliable competitive advantage through brick and mortar retailers enjoyed erode, which means they can no longer afford to take any advantage over their online competitors. The authors describe three major paradigm shift that smart retailers focus on strengthening customer loyalty and provide buyers with this increasingly important window into an organization’s soul.
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from
Dana Cho,
Beau Trincia
Source: Rotman School of Management / UOT
5 pages.
Release Date: 1 January 2012. Prod #: ROT160-PDF-ENG
The Future of Retail: From Revenue Generator R & D Engine HBR case solution

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