Jan 16, 2014

Customers Are Looking for a Reason to Buy From You

Back in 1897, it was rumored that Mark Twain had died. Twain was unaware of the rumor until a reporter showed up at his door inquiring about his health. The reporter, disappointed that he missed a big story, went on his way. Twain was amused by the incident and later recounted the tale for the New York Journal, stating that he was not, in fact, dead. Twain’s famous words, “The report of my death was an exaggeration,” came from the Journal article.

Today, rumors abound that traditional brick-and-mortar retailing is dead. I’m here to tell you that’s not true. As Twain said, these reports are an exaggeration. Naysayers, in an attempt to prove that traditional retail is dead, point to dozens of famous-name retailers that have gone under in the past five years. They claim that brick-and-mortar stores are nothing more than museums, where tech-savvy customers go to touch, feel and test products before buying them online (a practice called “showrooming”).

Bullhockey. That’s not the case, especially in the antiques business. Losing business to showrooming is an excuse, not a reason. Read More

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