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Hello boys and girls, ladies and gentlemen,
One of the hot topics I lecture on is e-commerce, physical stores and the combination of both. The usual way this is done by companies and brands is that they have a store and then absolutely must expand into e-commerce, making sure they are available to customers through all sorts of digital and mobile devices.
But can this work the other way around? Can a pure-play retailer (only selling via e-commerce and with a business model entirely devoted to it) take its business offline?
The world’s pioneer of e-commerce Amazon has done just that. The infamous inventor of Alexa was once famous for being an on-line bookstore and a few decades later this bookstore is now a physical store. What’s highly interesting is how the digital gimmicks of ratings or purchase suggestions have been turned back into brick-and-mortar. Although I usually write about fashion, art, Japan and textiles, I want to direct your attention to books, in this case. It’s a great example for any e-business, including e-tailers like ASOS or Net-a-Porter and Zalando who all might consider a brick & mortar store (and not just a pop-up store which they open from time to time).
Below I am re-posting an excerpt of an insightful article by Anne-Marie Kovacs and her blog “As a Consumer.” Enjoy and click on the link to read it in full if you fancy!