This article is quite interesting. It delves deeper into the discussion we had a few class sessions ago about how retailers can combat the increasing online sales. This article says that 16% of sales this holiday season will be online. Some of the innovative ideas that brick and mortar stores can implement are as follows.
Constant price alterations to compete with online prices is one of the best ways to maintain a competitive edge. The idea of using apps is great for companies to still have the stores and capture some of the online market. They are making apps that will become active as you enter the store and can give you purchase incentives a few times while inside. Just like the idea of the gift giving app, Facebook created Facebook gifts. Its a program that people use to highlight their interests and make it available for other people to see.
Some retailers are going to take drastic measures to encourage traffic to stores like 50% off discounts. Hopefully I’ll save some money while shopping for Christmas this season. Also, expensive pop up shops are going to be popular this season. It will be interesting to go home soon and see the changes in Portland.
I suggest you read this article because it not only reassures everything you were saying in class, but also gives a few more examples of how companies can compete with the dominating online market.
http://www.forbes.com/sites/mckinsey/2012/12/06/holiday-shopping-trends-making-a-list-and-checking-in-twice/
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