How long will it be before a large majority of your shoppers are carrying their own version of "Consumer Reports" with them into the store?
Not long.
This is good in that bad products will die faster and good products will sell more (helping the good products reap higher profits and correspondingly develop even better products).
The proper retail response? Put your best salesperson in front of every shopper.
How many more phones or cameras or widgets would you sell if you had one of the nation's top salespeople pitching your products every time? 10%? 20%? 50%? (Podo's unscientific (reported from customers) sales lift in footwear has been 12-19%.)
No one knows the answer for Consumer Electronics. Yet. A time is coming when the perfect pitch will be displayed before every shopper every time.
It is simply a matter of which retailers and brands recognize this reality and react first. The early bird will get the worm. The bureaucratic, inflexible, risk averse bird/retailer will slowly perish under the weight of their own irrelevance.
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