Blurring the Lines between Physical and Digital Spaces: Business Model Innovation in Retailing
分析了三家零售商在实体零售空间中的探索性努力，提出了五个关键创新领域（店内技术、销售助理角色、移动渠道利用、数据分析、合作），并指出实体空间可作为连接线上线下互动点的聚合枢纽。
Traditional retail practices are under stress as retailers ponder various ways of setting up a sustainable omnichannel business model. A significant challenge in their endeavor relates to the blurring lines between physical and digital worlds. This article analyzes three retailers’ exploratory efforts of alternative physical retail spaces. There are five key innovation areas to revamp for such a retail store: in-store technology, the role of sales associates, leveraging a mobile channel, data analytics, and collaborations. Moreover, physical retail space can serve as an aggregation hub that connects various retailer-customer interaction points across physical and digital spaces.