It spent the past two decades disrupting the book-publishing industry, and along the way became the world’s largest online retailer. Now, it has decided to open several physical bookstores. Knowing a thing or two about how people browse, it will display books cover out, not spine out. Yes, I am talking about Amazon.com.
When the digital paragon experiments with physical stores, it challenges conventional wisdom about the absolute supremacy of digital. Over the past five years, I have watched the rapid and continuing decline of print advertising, while marketing mail has been a steady business at best. Will direct mail be the next digital roadkill? Is it as simple as digital won and physical is going extinct?
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from The Globe and Mail.