In 2001 Leonard L. Berry wrote an article in Harvard Business Review on how to attract customers in the "new retail era", describing the fact that there were no silver bullet, but retailers must still comply with the old rules of the merchant:
Pillar 1: Solve Your Customers’ Problems
Pillar 2: Treat Customers with R-e-s-p-e-c-t
Pillar 3: Connect with Your Customers’ Emotions
Pillar 4: Set the Fairest (Not the Lowest) Prices
Pillar 5: Save Your Customers’ Time
Despite the rise of online retail, social media frenzy and mobile marketing, living by those rules still seem like a pretty good plan.
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The Old Pillars of New Retailing
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