And if you're over 60, you're buying experiences. The problem with much of our marketing culture is that it's Generation X in the driver's seat, and they're focusing on themselves and Generation Y, and not doing a particularly great job of focusing on boomers and seniors. They're asking where to put Internet kiosks in their stores and how to do a better job of driving in-store traffic to their Web sites. The idea is to use a Net station as an ordering point so retailers pay less money to their landlords. All the products that are dull as dishwater don't have to be on the floor.
Managers can do more with the high-margin products.
In combination with some form of Web ordering process, they could make that evolution. It breaks retail from the necessity of needing 40,000 square feet. But let's also not forget that the dot-coms were a sideshow in terms of the general consuming world. From an e-commerce standpoint, the Web has been designed for technophiles. The McGraw-Hill Companies Inc. All rights reserved.