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Bait and Switch Tactic

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In the book Mind Programming author Eldon Taylor shares his experience selling sewing machines using bait-and-switch: It started with an offer too good to be true.  In the 1960s credit depended upon a deposit– a down payment of 10% in those days.  Credit was freely available.  Getting the down payment became the most difficult part of making a sale, so …

PS: I Love You. Get Your Free Email at Hotmail.

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Viral Loop is a new book by Adam L. Penenberg.  I’ve not read it yet but did go through the author’s guest post on TechCrunch.com (article link).  The Hotmail story is relevant to BetterRetail.  A summary: Hotmail initially raised money through the VC firm Draper Fisher Jurvetson.  While considering advertising Hotmail founder suggested billboards.  Draper (founder of Draper Fisher Jurvetson) …

A Brief History Of Ecommerce

Rishi Rawat Blog 4 Comments

Stage 1: The big bang.  Somewhere in the early 90’s technology emerged which allowed people to inexpensively launch digital neon stores. Stage 2: The long tail.  First shops to open for business catered to customers left out my mass retail.  There was now a place (2bigfeet.com) where men with extra large feet could shop in leisure.  Chris Anderson would later …

We, The Super Crunchers

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I’ve just finished reading one of my favorite books this year.  It’s called Super Crunchers and I believe it has  some very valuable lessons for retailers.  The central theme is that through statistical tools like regression analysis it’s possible to test for the co-dependence of variables.  Finding these dependencies allows companies to exploit them.  Let me explain through my made-up …

Collaborative Shopping

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When I read the book Why We Buy the author talked about how women shoppers tend to shop in groups heavily influenced by collective peer opinion. It has always bothered me that if this is how women like to shop then why is it that neimanmarcus.com does not allow it (no website allows it). Group shopping with multiple people looking …