the “Amazon Effect” are
just three of the topics
that members of the
Response Advisory Board
tackle regarding the
shifting nature of retail.
BY THOMAS HAIRE
Is e-commerce sinking brick-and-mortar retail? Or should those traditional retailers take the brunt of the blame? Is there a middle ground where still burgeoning e-commerce can meet brick-and-mortar to provide consumers with the best of both options? And how does the lurking and massive presence of Amazon fit into all of this?
These are just a few of the questions that performance marketers at the
intersection of media, technology, and commerce are asking — and answering
— on a daily basis. The disruption of the retail paradigm remains in full flower,
and where it ends up is anybody’s guess.
“Everything is cyclical,” says Peter Koeppel, founder and president of Dal-las-based media agency Koeppel Direct, about the challenges and possibilities
facing physical storefronts. “Will Americans suddenly wake up one day and
realize they long for the mom-and-pop hobby shop, vacuum retailer, or bookstore where they can curl up beside a potbelly stove? The answer will likely lie