How can brick-and-mortar stores fight back?

review.chicagobooth.edu | Chicago Booth's Chad Syverson, Jean-Pierre Dubé, and former Booth Assistant Professor Chris Nosko assess the state of the struggle between traditional and online retailers.

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Private labels are a natural defense, especially considering how smart phones enable consumers to a point of almost perfect information. The French retailer, Decathlon, is a great example, comparing them to many us outdoor retailers that only provide known brands.

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Traditional retailers got themselves in this predicament by constantly encouraging their customers to go online to access their website, to do this or that, in hopes to reduce their own manpower. But while doing so, customers were stumbling onto a wide array of similar products offered by online retailers, that were either same and often less amount of money.