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The Temporary Physical Virtual Store

J.C. Penney, one of the United States' largest online retailers of general merchandise, will construct a 4,000m2 temporary physical virtual store on Times Square in New York. From March 3 to March 26, shoppers will be able to purchase J.C. Penney's full range of merchandise at interactive kiosks (about 250,000 items are available on jcp.com). Special events and showcases will be held at the store during its few weeks of existence. (via BusinessWeek).

Does "blended retailing" (as in blended learning) represent a new trend or the future of e-commerce ? The strategy here, I guess, is to create a physical place whose atmosphere corresponds to your brand and put your customers in the mood for buying your products. Interactive kiosks also make your shop "lighter" and you could for instance move it from town to town every month or so. I am wondering if that kind of strategy would work in every business sector. The experiment could also be interesting for online brands. Take Amazon for example. Can you imagine a physical virtual Amazon store ? How would it look like ?

By Marc-Olivier Peyer | February 21, 2006 | E-Commerce , News & Trends

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