biggest threat to most of them is Amazon,the undisputed champion of online selling Other online-only retailers have little chance of felling this giant.The ir best bet is to be distinctive. [G]Mr.Ryan's Gilt Groupe is modeled on France's Vente Privee,an online shopping club for expensive branded stuff at reduced prices.The customers'average age for Mr.Ryan's business is 34.Consumers aged 24 to 35 already do about a quarter of their shopping online,says John Deighton of Harvard Business School.In Mr. Deighton's view the Intemet-retail revolution is over,in that online buying is well established and will only keep growing.However,he says it is unclear how important a sales tool social networks like Facebook and Twitter,to which some online retailers are pinning their hopes,will turn out to be. [H]Some brick-and-mortar retailers have already had disappointing experiences trying to sell through social media.Over the past year GAP J.C.Penney and Nordstrom have opened and closed storefronts on Facebook.The social-networking site,which this month filed for an IPO,is trying hard to be a top shopping destination for its 845m members.Yet so far people still tend to visit Facebook to socialize with their friends Shopping by smartphone [I What does seem clear is that as personal computing goes mobile people are buying more via smart phones.Four vears ago hardly anvone bought things on their mobile devices but today nearly one-quarter of Gilt Groupe's revenue comes from smart phone shoppers;on some weekends the proportion reaches 40%.Nearly one third of people living in America own a smart phone,and 70%of these use these use it to do searches while they are inside a shop,usually to compare prices."By 2014 mobile Internet will overtake desktop Internet usage for shopping,"predicts Nigel Morris. chief executive of Aegis Media Americas. Order online,pay cash in store [J]The most clued-up shopkeepers realize that they must make the most of such advantages over online rivals,and that to do so they must make their stores more enjoyable paces to visit.In2010Macy's company launched a training program for its more than 130,000 sales people,"MAGIC Selling",which coached them to be more helpful and friendlier with customers.It is tailoring the merchandise stocked in its stores more closely to local tastes.Retailers with lavishly furnished stocked and helpful assistants will increasingly have to put up with free-riders who come into the shop to check out the products and get some advice,before sneaking out away to buy them for less online. Have you got this in my size? 第6页 (共8页)第 6 页 （共 8 页） biggest threat to most of them is Amazon, the undisputed champion of online selling. Other online-only retailers have little chance of felling this giant. Their best bet is to be distinctive. [ G ] Mr. Ryan’s Gilt Groupe is modeled on France’s Vente Privée, an online shopping club for expensive branded stuff at reduced prices. The customers’ average age for Mr. Ryan’s business is 34. Consumers aged 24 to 35 already do about a quarter of their shopping online, says John Deighton of Harvard Business School. In Mr. Deighton’s view the Internet-retail revolution is over, in that online buying is well established and will only keep growing. However, he says it is unclear how important a sales tool social networks like Facebook and Twitter, to which some online retailers are pinning their hopes, will turn out to be. [ H ] Some brick-and-mortar retailers have already had disappointing experiences trying to sell through social media. Over the past year GAP, J.C. Penney and Nordstrom have opened and closed storefronts on Facebook. The social-networking site, which this month filed for an IPO, is trying hard to be a top shopping destination for its 845m members. Yet so far people still tend to visit Facebook to socialize with their friends. Shopping by smartphone [ I ] What does seem clear is that as personal computing goes mobile people are buying more via smart phones. Four years ago hardly anyone bought things on their mobile devices but today nearly one-quarter of Gilt Groupe’s revenue comes from smart phone shoppers; on some weekends the proportion reaches 40%. Nearly one third of people living in America own a smart phone, and 70% of these use these use it to do searches while they are inside a shop, usually to compare prices. “By 2014 mobile Internet will overtake desktop Internet usage for shopping,” predicts Nigel Morris, chief executive of Aegis Media Americas. Order online, pay cash in store [ J ] The most clued-up shopkeepers realize that they must make the most of such advantages over online rivals, and that to do so they must make their stores more enjoyable places to visit. In 2010 Macy’s company launched a training program for its more than 130,000 sales people, “MAGIC Selling”, which coached them to be more helpful and friendlier with customers. It is tailoring the merchandise stocked in its stores more closely to local tastes. Retailers with lavishly furnished stocked and helpful assistants will increasingly have to put up with free-riders who come into the shop to check out the products and get some advice, before sneaking out away to buy them for less online. Have you got this in my size?