• THE SWEET REWARDS OF

    INTELLIGENT RESEARCH


    FROM OUR WEEKLY NEWSLETTER

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In the internet era, retailers like Warby Parker and Lilly Pulitzer offer ‘high experience’ to thrive.

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Shopping is taking a new form, experts say, thanks to the internet. It’s why Target Corp. is going with smaller format stores while investing $7 billion in new IT over the next three years. And it’s why megastore Walmart went on a shopping spree, starting last year, to buy online firms, such as jet.com, to offset its weaknesses. Digitally native brands, such as Away, Bonobos, and Warby Parker, are creating a new kind of retail store, suggested David Bell, a marketing professor at the Wharton School. It’s a “zero inventory, high-experience store” in which customers enter an amazing space, get a brand experience, and buy items that are shipped to them.

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PHILLY. COM 5/7/2017

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