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Physical retail chain executives routinely fret about their brick-and-mortar stores’ inability to effectively compete against e-commerce sites, including their own. They're right to, even though no site can ever match brick-and-mortar's many physical attributes, including touch, smell, taste, human interactions and true immediacy.
Other than a few merchants here and there that get it — including a cosmetics chain, a shoe chain, Hyundai and a New York City shopping mall — leveraging the advantages of brick-and-mortar seems to baffle much of retail. This makes it worthwhile to take note of another rare merchant that has figured it out.
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