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Also from Herb Sorensen, Ph.D....

Braintrust Resource

TNS Global Retail & Shopper Practice
Selling Like Amazon... ...in Bricks & Mortar Stores!
Whitepaper (pdf)

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[Image of: Herb Sorensen, Ph.D.]

Herb Sorensen, Ph.D.

Scientific Advisor TNS Global Retail & Shopper
Shopper Scientist LLC

Let's look at the flip side of this intrusion of the personal domain on the business domain. It is not just mechanics, and the policies that need to take a more holistic approach, recognizing that in this day and age the office frequently intrudes on your personal space. Notably...

There is a general failure among retailers to think of retailing in holistic terms: shoppers are WHOLE people, whose interests probably do not align well with your own thinking about stores. For example, the industry at large refuses to come to grips with the FACT, that in nearly any...

Let's get real here. Any shopper who shops at a store where they recognize the clerks and the clerks recognize them is already shopping at a store with facial recognition technology — it's just in their own eyes and brains instead of being done electronically.

This is really much ado about...

This should be seen in a competitive light also: New York Times vs. Washington Post. Bearing in mind that Bezos personally owns the Washington Post, the New York Times piece is a bit of competitive savagery as well.

...

Anyone following me may have noticed my nearly total discounting of mobile devices in shopping. That is not because I don't believe that a mobile device can increase sales. Years ago I looked at the data from a precursor to Catalina Mobile and noticed LARGE increases in sales—to the...

It's an awful lot of effort to reach a tiny slice of shoppers. A better, scientifically designed layout of the store and merchandise would reap a lot more benefits for at least 50 percent of their shoppers, rather than the 5 percent they are chasing with this.

...

It is inevitable, unless bricks retailers embrace online as INTEGRAL to their bricks, not just pasted on as an effort to compete with Amazon. If your bricks are not giving you an advantage in your "Amazon-like" business, Amazon is going to eat your lunch. Very few big retailers today...

Again, the fundamental issue is connection of the human brain to the universal brain represented in the cloud. Almost certainly the eye will be the dominant modality of this connection, since it is the dominant modality connecting today to the closest thing to "the universal brain," historically.

In this sense,...

The important thing here is that Amazon is moving into bricks retail, even if it is requiring a click to get there. But Amazon ultimately needs to move into bricks retailing with small stores. There is really no reason to not expand on sales at the point of pickup....

Yes, mobile apps CAN drive large sales increases, through what I call interstitial sales—selling in the blank spots between other sales that are going to happen anyway. See: "'Googling' the Store".

But NO, hand-held devices (where apps live today) are not likely to achieve much in increased sales,...

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