Why e-commerce sites have the chance to offer differentiated service experiences to consumers.

I won’t pretend to be an expert in retail, but I do like to think of myself as somewhat of an expert in shopping. Most of what I’ve learned about digital commerce, or even digitally enabled physical commerce, seems to lack the basic foundation of a good shopping experience.

My grandfather was a retailer. He intuitively understood the value of customer service, portfolio management, level and diversity of display, offering solutions, community loyalty, and local relationship management before we reinvented those terms as digital buzzwords. What he could never have imagined is that a retailer would feel the need to sell something they’d not made, understood the ingredients of, or at least seen. He wouldn’t understand the need for a retailer to create customer loyalty with people he’d never met, at least spoken to, that exist outside the same physical community.

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