O terreno competitivo muda outra vez

As empresas grandes de comércio físico competem pelo preço, apostam na eficiência, distanciam-se dos consumidores e das suas excentricidades, oferecem preço e como contrapartida restringem a variedade.

Com  a evolução do comércio online as empresas grandes de comércio físico com os seus activos físicos começam a perder vantagens competitivas:

• preços ainda mais baixos;
• muito mais variedade.

Por isso, assistimos à erosão do comércio físico nestas cadeias grandes. 

Quando o comércio tradicional era dizimado pelos centros comerciais em 2007 escrevia aqui o meu conselho em "Quando o terreno competitivo muda ...":

"Assim, em vez de invectivar contra o vento, porque os consumidores vão ao centro comercial de livre vontade, o comércio tradicional devia procurar nichos de mercado, razões, para ultrapassar este desafio, e criar um novo modelo de negócio."

Por isso, é interessante encontrar estes textos:

• Despite the Amazon effect, not all mom-and-pop stores are in trouble on Main Street
• Mom-and-Pops Are Cool Again 

"With so many major retailers struggling to stay afloat, it'd be easy to think smaller, mom-and-pop stores are doing even worse, or might be largely fading away. The recent demise of retail giants, however, has left a brick-and-mortar vacuum for local stores to fill.
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And many experts say it might be best to stay small. Being a micro-sized business certainly isn't protection against big-box retailers or online competitors, but being a small business that's an integral part of a local community can help build a loyal customer base.
...
Other dynamics are giving local mom-and-pop stores an edge, according to retail experts. Consumers are increasingly interested in artisanal and locally produced items that are often perceived as higher quality. They are also seeking more authentic experiences from unique store environments small shops can offer. And technology has allowed mom and pops to gain exposure around the world without expanding their footprint by leveraging the power of social media and targeted marketing."

E:

"in the past few years, consumers have begun to realize that mom-and-pops are actually pretty cool again.
...
consumers are once again converging on local retailers.
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There are two primary reasons why these local retailers got their groove back: an evolving consumer mindset that is reshaping their perception of value, and technology that is helping to revolutionize the retail landscape and level the playing field.
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consumers’ thirst for artisanal and locally produced products, exceptional customer service and greater authenticity. In short, consumers have had enough of the cold, concrete box and are shifting how they define value — it’s now much more than just low price.
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Three dynamics are driving this artisanal and locally produced product trend. First, consumers are increasingly interested in understanding a product’s origins, based on the idea that if you can trace and break down a product into simple components, it’s likely to be healthier or more humanely produced. Second, unique items help consumers feel like they are expressing their individuality. And last, but not least, artisanal and locally produced items are often perceived as higher quality.
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Local retailers have also done a better job at providing top-notch customer service.
...
Consumers are also seeking more authentic experiences from retailers, including a unique store environment, employees who are subject matter enthusiasts — making customers feel like they’ve found a new group of potential friends or people they aspire to be one day — classes, events or other elements that create a personal connection."

Ao mesmo tempo que o comércio físico requer experiência de compra, magia, paixão, ... as cadeias grandes do comércio físico facilmente resvalam para o evangelho gringo dos custos, do eficientismo e ... as coisas só têm tendência a acelerar na sua destruição de valor. Este exemplo até arrepia, "The Incredible Shrinking Sears".