Another E-Commerce Experiment in Brick and Mortar

Posted by & filed under Part 1 Business in a Global Environment, Part 4: Marketing Management, Part 6 Managing Financial Resources.

Description: BaubleBar, a New York startup that sells women’s accessories online, is opening a popup shop in Manhattan’s SoHo neighborhood tomorrow. The 4,000-square-foot location will serve Godiva chocolates and specialty cocktails and offer tablet computers that customers can use to demo personalized jewelry. Beyond the bells and whistles, the idea is to give customers the tactile experience they can’t get online.

Source: Businessweek.com

Date: June 07, 2013

Link: http://www.businessweek.com/articles/2013-06-05/another-experiment-in-e-commerce-to-brick-and-mortar#r=nav-f-blog

Questions for Discussions:

  • Do you think management undermines the online shopping concept by meeting customers in environments such as BaubleBar?
  • What are the advantages and disadvantages of these sorts of retail set-ups?

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