Show-rooming is a symptom, not a disease
Target, in a desperate bid to beat back online rival Amazon.com, is asking vendors to create "exclusive" products that can't be undercut online. They feel customers are coming into stores to check out merchandise to only purchase at difficult-to-match prices online.
But, appealing to vendors is the proverbial lipstick on the proverbial pig. It's focusing on the wrong problem. It's a twist on the same contest. A content they can't win, a contest on who has the lowest price. Target and other bricks-and-mortar retailers are being upended. Their discount business model (which they used to good effect on department stores and small, local retailers) doesn't have the same advantage in a world where someone else offers the lowest price. They can NEVER win that battle again. Now what? They need to offer compelling value. Value that is no longer generated by big boxes, cheap real estate, agressive vendor negotiating, operational and distribution efficiencies. If Amazon is about low-price and online convenience, what is Target about? Why shop and buy at Target? That is an existential question that low-cost retailers (Wal-Mart among them) have no answer. They are a one-trick pony whose trick was stolen. In San Francisco, they are going to try a new format -- two stores with a smaller footprint and a tweaked product mix in an urban setting. They have been rolling out more defendable grocery sections. They can try more substantial rewards programs. They can try subscriptions. They need to evolve the reason people shop at Target. If they do, then they'll have a chance. Otherwise, the fate of Best Buy, Wal-Mart, Circuit City, et al awaits them as well. http://online.wsj.com/article/SB10001424052970204624204577177242516227440.htm...




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