Yes, apparently for at least some customers, and for those customers, to achieve maximum revenue. See also Herb Sorensen's take on this. More here after his Amazon store visit.
Why Online Retailers Need Physical Stores to Improve Customer Experience by Shereen Dindar
It’s been almost a month now since Amazon surprised analysts by opening a brick-and-mortar bookstore in Seattle, Washington on November 3.
The online retailer is going head-to-head with small, independently owned bookshops by offering the personalized benefits of in-store shopping combined with the convenience of online shopping.
Amazon’s move represents a growing trend by online retailers to add brick-and-mortar locations to their businesses. It appears they now realize that online shopping will never offer a great customer experience. And in today’s marketplace, customer experience is everything. ... "
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