NOT JUST ‘SELLING MACHINES’_Why do so many companies want to be in retailing?

Apple store NY

Photo: Mark Sebastian (www.flickr.com).

ABSTRACT

An increasing number of firms want to take advantage of selling directly to the public because they understand that stores further than being “selling machines”, they are “experience machines”, at the same time, they are able to provide fast and valuable information about the customers and their shopping habits, in order to get their insights.

Clearly, this is a privileged situation that suppliers hardly to have access to. Continue reading “NOT JUST ‘SELLING MACHINES’_Why do so many companies want to be in retailing?”