Bricks and Mortar Retailers Can Still Succeed in an Amazon World

Finance and Trade
19/07/2015 10:03

Professor Heiner Evanschitzky, Chair of Marketing at Aston University in Birmingham, says: “Amazon has had an incredible 20 years, and already has a legacy as one of the disruptive innovators that set the standard for online retailing and changed the face of the industry, as well as consumer shopping habits, forever.

“But it’s not all been plain-sailing for Amazon – they succeed because of their size and because of their pace of growth, but their margins are very low and they have actually lost money in two of the last five years. When competing with a behemoth capable of operating with tight margins, bricks and mortar retailers – even those that are established household names – must be smart.”