As how consumers make purchasing decisions continue to proliferate, retailers are at a crossroads. One of the main reasons for operating a brick and mortar store to build a strong, distinctive brand experience does not seem appropriate. The rapid growth of social media and corporate transparency, consumers have great influence on the formation of retail brands and are becoming increasingly skeptical of overly slick store design, employee and marketing communications. The once-strong competitive advantages enjoyed by bricks and mortar retailers is winding down, meaning that they can not afford to take on any inherent advantages over their competitors online. The authors describe three key paradigm shift that embraces smart retailers strengthen customer loyalty and provide customers with a more important window into the soul of the organization. "Hide
by Dan Cho, Beau TRINCIA Source: Rotman School of Management / UOT 5 pages. Publication Date: January 1, 2012. Prod. #: ROT160-PDF-ENG
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