Mike
Carruthers:
What
is perhaps the biggest retailing trend today?
Roger Selbert:
The majority of consumers are going on the Internet
before they go to the store to shop - whether they buy online
or not they are researching and comparing online, and that is
amazing - that's a revolution.
Roger Selbert,
Publisher of the newsletter IntegratedRetailing.com…
You have now
more people online, who are comfortable online, who are confident
online - the websites, the retailers' websites are getting better
and better. And so, the winners in the retail industry are the
ones that are using the websites to drive traffic to the stores
and of course to sell online as well.
What stores do
this well?
Nordstrom's has
been at it for a couple of years; I like what Timberland is
doing; Best Buy is one of the best in the business - when you
go to their website, you can order on their website and pick
up the item you've ordered in the store within twenty-four hours
guaranteed.
This year more
than ever, says Roger, retailers have discovered the importance
of playing the right music and having the right smell in their
store.
The research
has shown it's extraordinary - if you have the right smell in
your store, sales can go up dramatically; some research showed
it going up twenty and thirty percent. And music - every store
environment has music and if it's the right music, it can really
contribute to sales.
You can link
to Roger's website
from ours: somethingyoushouldknow.net
- I'm Mike Carruthers and that's Something You Should Know.
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