Photo: Zeb Andrews (flickr.com)
Controlling the store entails ‘power’. It is the place where the direct contact with the end customer takes place, and where a direct relationship between the company/brand and the customer can be established. Until recently, this had been exclusive territory reserved for “retailers”, but nowadays it is open to all sort of companies.
However, if a firm decides to go into retailing, a nice decoration will not be enough. Instead, the company must develop a new retail business model that integrates and aligns front-end and back-end processes. Continue reading “WATCH THE RIVERBANK AS YOU ROW_Suppliers are changing their mind about the role of stores”