Location (still) is everything (David Bell)

Description

You can use consumer location to build worldwide demand for your products and services on the internet. In this book, Wharton School marketing expert David Bell explains why and how a person's journey through the real world influences their behavior in the virtual world, and teaches e-commerce managers to consider the city of their potential customers in their e-commerce strategy, as well as the neighborhood they chose to live in and the physical stores in the area. This book is organized into seven chapters, which correspond to the seven elements of the GRAVITY model; you must put them all to work in your favor: Geography. It explains in depth why where we live largely determines our preferences and how we use the internet. Resistance. It lets you know how the internet is used to eliminate search friction (in large cities) and geographic friction (in smaller municipalities). Adjacency. It addresses the fact that being similar to our neighbors induces contagion. Neighborhood. He explains that initial sales come from proximity; future sales, similarity. Isolation. If local commerce is dedicated to satisfying the preferences of the majority, minorities will buy online, creating an opportunity, you know? Topography. Rates, delivery time and shopping environment vary from place to place. Testimonials: “Powerful rejoinder to everyone who predicted the irrelevance of the three most important factors for retail: location, location, location.” ―BRAD STONE, author of The Everything Store: Jeff Bezos and the Age of Amazon “David Bell writes a practical book on how to win online and paves the way for a smarter way to buy, sell, share and live.” ―NEIL BLUMENTHAL and DAVE GILBOA, CEOs and Co-Founders of Warby Parker “If you are interested in understanding consumer behavior online, you will benefit tremendously from this book.” ―SUNIL GUPTA, Professor, Harvard Business School “The author reveals how location still matters in the most surprising ways, even in the supposedly 'flat' world of e-commerce.” ―Inc.