September 02, 2012
Digital Convergence, Retail Imperatives and the Social Customer
Tutto questo è un'illusione. 'Convenienza' è una scorciatoia per la tradizione, in quanto siamo ancora condizionati a pensare che la norma per lo shopping è un negozio del mondo reale.
Retailing is like a good game of poker. It’s based on a number of bets backed by some really good bluffs. Let me elaborate a little. Any bricks and mortar store stakes its very existence upon the fragile tripod of convenience, the tactile experience and the ability to offer instant gratification to its customers. You can, usually, walk out with your purchase within minutes of walking in, handling the merchandise and paying for it.
All of this is an illusion. ‘Convenience’ is shorthand for tradition, as we are still conditioned to thinking that the norm for shopping is a real world shop.
Digital Convergence, Retail Imperatives and the Social Customer: Amazon has a history of disrupting every retail industry that does not understand its own strengths.