Retail: The Final Frontier?
Maximize the Internet’s best tools, because fixed asset distribution is becoming a dinosaur
Modern databases are smart — they allow marketers to segment customers and prospects to a fine degree — but database technology outpaces retailers’ ability to exploit it.
In gauging the fate of the dedicated retailer, we can point to three key problems:
1. Economics. It’s prohibitively expensive for merchants to employ traditional media to speak intelligently and intimately to a multitude of tiny market segments.
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