Some things never change
Even though this book is, indeed, about online retailing, it is worth pausing and reflecting on some of the truths from the offline world that still hold true as we move online with our customers. At the end of the day, the fundamentals have not changed; the customer experiences a need, shops to satisfy the need and then consumes or uses the product purchased (I need a hat, I buy a hat, I wear it). Think of this chapter as a checklist before proceeding.
Truth 1: Look drop-dead gorgeous
Window dressing, or visual merchandising, is one of the most important tools in terms of communicating with your customers. What you display in your windows gives you not only an idea of what is sold inside, but ...