August 11, 2016

Closing Stores

Within a span of about 18 months, +/-, Macy's will close around 20% of their store base (click here).

Few people are willing to acknowledge what digital does to a cost structure.
  1. In newspapers, digital renders paper useless, and the ad dollars tied to paper disappear in the process.
  2. In retail, digital renders commodity square footage useless, and the square footage disappears in the process.
  3. In catalog, digital renders commodity square inches useless, and the pages disappear in the process.
What renders digital useless?

Yeah, that's an interesting question.

When you answer that question effectively and profitably, you've solved the disruption problem.

Ask yourself what Zara, Forever 21, and H&M do that renders digital useless (or makes digital a slave to the in-store experience)? The answers are lying there, in plain sight. Then go apply the answers to your business.

A CMO In Over His Head

Buy the Kindle version for just $0.99 !! I worked with a new Chief Marketing Officer. This poor dude was in OVER HIS HEAD! He had...