Make Customers Want to Buy Offline
Harvard Business Review
JUNE 23, 2014
A better look at the merchandise, and the benefits of touch and feel – but even more, for expertise that could guide their choice. Backcountry.com and Zappos, for example, are excellent online retailers, but they haven’t displaced REI or the local shoe store, because people value that hands-on expertise. Design for empathic expertise.
8 
Let's personalize your content