4 Characteristics That Will Define the Future of Retail

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Titled, What They Expect When They’re Expecting, it sheds light on the entitlements businesses must consider when interacting with “post-modern, digitally savvy, and highly demanding con"> <meta property="og:title" content="4 Characteristics That Will Define the Future of Retail"> <meta property="og:description" content="Last month, The Webby Awards published an interesting study on the demands and expectations of today’s consumers. 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relative w-full h-full object-cover" src="https://media.licdn.com/dms/image/v2/C5612AQFtr1EGDRWoXw/article-cover_image-shrink_720_1280/article-cover_image-shrink_720_1280/0/1520190556594?e=2147483647&v=beta&t=lrMU8XcGOY__AlGw0zLDtu7jsC6trrlXnobJKRg4p-w" fetchpriority="high" data-embed-id="cover-image" alt="4 Characteristics That Will Define the Future of Retail"> </div> </div>  </figure> <header> <section class="core-section-container relative my-3"> <h1 class="pulse-title text-display-md text-color-text lg:text-display-lg font-bold w-11/12">4 Characteristics That Will Define the Future of Retail</h1> <div class="ellipsis-menu absolute right-0 top-0"> <div class="collapsible-dropdown flex items-center relative hyphens-auto"> <button class="ellipsis-menu__trigger collapsible-dropdown__button btn-md btn-tertiary cursor-pointer !py-[6px] !px-1 flex items-center rounded-[50%] " aria-expanded="false" aria-label="Open menu" 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base-card--link base-main-card flex flex-wrap py-2 pr-2 babybear:pr-0 base-main-card--link publisher-author-card"> <a class="base-card__full-link absolute top-0 right-0 bottom-0 left-0 p-0 z-[2]" href="https://www.linkedin.com/in/francescanicasio" data-tracking-control-name="article-ssr-frontend-pulse_publisher-author-card" data-tracking-will-navigate> <span class="sr-only"> Francesca Nicasio </span> </a> <img class="inline-block relative rounded-[50%] w-6 h-6 " data-delayed-url="https://media.licdn.com/dms/image/v2/C4D03AQEzBoKi6BvQGA/profile-displayphoto-shrink_400_400/profile-displayphoto-shrink_400_400/0/1517023805626?e=2147483647&v=beta&t=532shpFmid9Xsw_c4_GPioCxlqmcI2QyCd9urE2tC5k" data-ghost-classes="bg-color-entity-ghost-background" data-ghost-url="https://static.licdn.com/aero-v1/sc/h/9c8pery4andzj6ohjkjp54ma2" alt="Francesca Nicasio"> <div class="base-main-card__info self-center ml-1 flex-1 relative break-words papabear:min-w-0 mamabear:min-w-0 babybear:w-full ">  <h3 class="base-main-card__title font-sans text-[18px] font-bold text-color-text overflow-hidden "> Francesca Nicasio </h3> <h4 class="base-main-card__subtitle body-text text-color-text overflow-hidden "> LinkedIn Top Voice | Writer & content strategist specializing in retail, ecommerce, and SMB. </h4>  <div class="body-text text-color-text-low-emphasis base-main-card__metadata"> Published Nov 26, 2014 </div>  </div> <div class="base-main-card__ctas z-[3] self-center ml-3 babybear:ml-1 babybear:self-start"> <a class="base-main-card__cta btn-sm btn-secondary" href="https://www.linkedin.com/signup/cold-join?session_redirect=%2Fpulse%2F20141126162455-81464881-4-characteristics-that-will-define-the-future-of-retail&trk=article-ssr-frontend-pulse_publisher-author-card" data-tracking-control-name="article-ssr-frontend-pulse_publisher-author-card" data-tracking-will-navigate> + Follow </a> </div> </div> </div> </section> </header> <div class="article-main__content max-w-[744px]"><p>Last month, The Webby Awards published an interesting study on the demands and expectations of today’s consumers. Titled<em>, </em><a href="http://www.slideshare.net/TheWebbyAwards/at-your-service-the-webby-awards" target="_blank"><em>What They Expect When They’re Expecting</em></a>, it sheds light on the entitlements businesses must consider when interacting with “post-modern, digitally savvy, and highly demanding consumers."</p> <p>It’s a very insightful study that offers great stats and examples, but more important, <em>What They Expect When They’re Expecting</em> gives us a look at the trends shaping current (and future) shopping habits.</p> <iframe src="about:blank" frameborder="0" width="425" height="355" allowfullscreen="true" data-li-src="//www.slideshare.net/slideshow/embed_code/40932580"></iframe> <p> </p> <p>So, what will retail look like in the coming years? Based on The Webby Awards’ research and other industry reports, I can tell you (with a high level of certainty) that shopping in the future will be <em>fast, personal, seamless, and transparent</em>.</p> <p>This piece talks about these characteristics in more detail. You’ll also find examples of retailers embodying these traits and are doing an excellent job in keeping up with their customers.</p> <h3><strong>Fast</strong></h3> <p>Consumers want to be served quickly. They expect real-time results from the apps that they use (i.e. Uber/Lyft for rides on demand, Netflix/Hulu for shows on demand), but now they’ve also come to expect practically level of speed from retailers.</p> <p>Shoppers want to get their hands on their products as quickly as possible, and forward-thinking merchants are keeping up by offering speedier order fulfillment options.</p> <div class="slate-resizable-image-embed slate-image-embed__resize-full-width"> <img data-media-urn="" data-li-src="https://media.licdn.com/dms/image/v2/C5612AQFzYXKMsZ5WQw/article-inline_image-shrink_1000_1488/article-inline_image-shrink_1000_1488/0/1520040471977?e=1745452800&v=beta&t=GoZn_jope13JBdFlkmAHbuggLwmz54qsAdkn78iPymk" src="//:0"> </div> <p>Take for instance, Amazon, which provides same-day delivery in select locations. Macy’s is offering something similar by letting shoppers browse the inventory of local Macy’s branches so they can either order and have them delivered on the same day, or pick up the items themselves.</p> <p>Similarly, other merchants including Nordstrom and Home Depot, are providing an in-store pickup option for shoppers who want to get their items quickly, but aren’t keen on paying for shipping or having them delivered when they’re not home.</p> <p>And Target is even looking into a faster version of in-store pickup by testing curbside pickup--a service that lets people get their hands on their products without having to get out of their cars.</p> <h3><strong>Personal</strong></h3> <p>With fifty-three percent of the study’s respondents expecting “services to learn their tastes and make suggestions,” it’s more important than ever for retailers to make use of data and analytics to get to know customers and deliver tailored messages, recommendations, and experiences.</p> <p>One-size-fits-all promos and batch-and-blast email campaigns are on their way out. Going forward, expect retail offerings to be more tailored to each customer’s profile, preferences, and behavior.</p> <p>Many merchants are already putting personalization to good use and are seeing great results. Check out the case study of Doggyloot, a flash sale site for dog owners.</p> <p>According to <a href="http://www.marketingsherpa.com/article/case-study/email-personalization-ctr-ecommerce-site" target="_blank" rel="nofollow noopener">Marketing Sherpa</a>, the e-tailer segments and customizes its emails based on the “doggy data” of their members. “For example, subscribers receive emails customized to the size of their dogs. Someone with a Rottweiler is offered different products than someone with a Chihuahua.”</p> <p>Doggyloot also segments users depending on whether they’re a new subscriber, an existing one, or someone who abandoned their cart.</p> <p>All these personalization efforts have certainly paid off for the company. Its email campaign targeting large dog owners for example, had a clickthrough rate that’s 410% higher than average and contributed up to 13% of total daily revenue.</p> <p>Email campaigns, of course, is just one component that retailers can customize. Thanks to big data analytics and personalization tools like beacons and loyalty apps, merchants can customize various aspects of their shopping journeys, from tailored recommendations, personalized in-store experiences, customized rewards, and more.</p> <h3><strong>Seamless</strong></h3> <p>Consumers are using multiple channels and devices simultaneously or even interchangeably throughout their shopping journeys. It’s not uncommon for a customer to research products online, compare prices on their phone, test out the merchandise in person, and eventually complete the purchase on the store’s website or brick and mortar location.</p> <p>The key is hitting all those channels and connecting them with each other, so the customer has a smooth experience.</p> <p>Several retailers are already putting this into action.</p> <p>Crate & Barrel, for example is implementing an omnichannel approach to gift registries, by allowing shoppers to add products and manage their registries online, in-store, and via mobile.</p> <p>As <a href="http://multichannelmerchant.com/must-reads/5-excellent-examples-omnichannel-retailing-done-right-14052014/#_" target="_blank" rel="nofollow noopener">Multichannel Merchant</a> put it, “The company recognizes that many shoppers switch from web to smartphone to tablet when conducting research and completing purchases, so when customers are signed in, the C&B app saves their shopping cart so they can access their information across multiple devices and browsers. This enables them to pick up where they left off no matter where they are in the shopping process.”</p> <h3><strong>Transparent</strong></h3> <p>Online reviews are increasing transparency in the retail world--and that’s a good thing. As The Webby Awards notes, “the age of Yelp reviews has given way to an era of consumers who expect to be able to base all of their decisions on other people’s experiences with products and services.”</p> <p>That’s why it’s more important than ever for retailers to take control of their reputation on social media. And this isn’t just about responding to reviews. Moving forward, retailers must initiate, encourage, and even leverage transparency to connect better with customers and increase engagement and sales.</p> <div class="slate-resizable-image-embed slate-image-embed__resize-full-width"> <img data-media-urn="" data-li-src="https://media.licdn.com/dms/image/v2/C5612AQFTh-r2q4Bskw/article-inline_image-shrink_1500_2232/article-inline_image-shrink_1500_2232/0/1520163338363?e=1745452800&v=beta&t=krhg7foghZpgKr_57MxiV6e88mnGtu4Av8FAIpFXkig" src="//:0"> </div> <p>More and more merchants are embracing transparency. For example, an increasing number of e-tailers are incorporating reviews into their product pages. And some merchants, such as Modcloth and BlackMilk, are even letting customers upload photos of themselves using the store's products.</p> <h3><strong>Your turn</strong></h3> <p>Can you think of other characteristics that are shaping the future of retail? Let us know in the comments.</p> <p> </p> <h3><em>Download our free eBook</em></h3> <div class="slate-resizable-image-embed slate-image-embed__resize-left" data-image-href="http://www.vendhq.com/university/ebook-7-ways-to-future-proof-your-retail-store"> <a href="http://www.vendhq.com/university/ebook-7-ways-to-future-proof-your-retail-store" target="_blank" rel="nofollow noopener"><img data-media-urn="" data-li-src="https://media.licdn.com/dms/image/v2/C5612AQG7m3kcI0uK3g/article-inline_image-shrink_1000_1488/article-inline_image-shrink_1000_1488/0/1520040908751?e=1744848000&v=beta&t=T1_y5RM_zAvUyunmVu5S8ESpm_PfCaBS0AmRzjaCmdU" src="//:0"></a> </div> <p><br></p> <p><em>Retail Survival of the Fittest is a practical guide to modern-day retail success. Learn how to use mobile technology, big data, and other digital tools to improve your brick-and-mortar store and ensure that it is well-equipped to engage and convert today’s savvy shoppers.</em></p> <p><em>Grab your free copy <a href="http://www.vendhq.com/university/ebook-7-ways-to-future-proof-your-retail-store" target="_blank" rel="nofollow noopener">here</a>.</em></p> </div>   </article>   <div class="article-social-activity z-[201] x-social-activity-wrapper xs:sticky bottom-0 flex justify-center border-t-1 border-solid border-color-border-faint bg-color-background-container " data-impression-id="article-ssr-frontend-pulse_x-social-details">  <div class="x-social-activity social-details x-social-activity-left flex flex-wrap w-full max-w-x-article-width-small justify-between lg:max-w-x-article-width"> <div class="flex x-social-activity-left flex-wrap"> <code id="i18n_reaction_selection_state" style="display: none"></code> <div class="reactions-menu flex flex-row relative 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href="https://www.linkedin.com/signup/cold-join?session_redirect=%2Fpulse%2F20141126162455-81464881-4-characteristics-that-will-define-the-future-of-retail&trk=article-ssr-frontend-pulse_x-social-details_likes-count_social-actions-comments" target="_blank" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_likes-count_social-actions-comments" data-tracking-will-navigate class="flex items-center font-normal text-color-text-low-emphasis no-underline visited:text-color-text-low-emphasis before:middot my-1" data-test-id="social-actions__comments" data-id="social-actions__comments" data-num-comments="5" data-singular="%numComments% Comment" data-plural="%numComments% Comments"> 5 Comments </a>  </div> </div> </div> <div class="comments__container"> <div class="comments">   <section class="comment flex grow-1 items-stretch leading-[16px] comment-with-action my-1.5"> <div> <a href="https://kr.linkedin.com/in/sangjo-crenche-bae-88813542?trk=article-ssr-frontend-pulse_x-social-details_comments-action_comment_actor-image" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_comments-action_comment_actor-image" data-tracking-will-navigate> <img class="inline-block relative rounded-[50%] w-4 h-4 " data-delayed-url="https://media.licdn.com/dms/image/v2/C5603AQH8OW1ovOkzow/profile-displayphoto-shrink_400_400/profile-displayphoto-shrink_400_400/0/1516964099950?e=2147483647&v=beta&t=SphfVSUz2Ni4dvzazkcbtCuhuPV3Smj8tV1e5QUZ4b8" data-ghost-classes="bg-color-entity-ghost-background" data-ghost-url="https://static.licdn.com/aero-v1/sc/h/9c8pery4andzj6ohjkjp54ma2" alt="Sangjo (Crenche) Bae, graphic"> </a> </div> <div class="w-full min-w-0"> <div class="comment__body ml-0.5 mb-1 pt-1 pr-1.5 pb-1 pl-1.5 rounded-[8px] rounded-tl-none relative"> <div class="comment__header flex flex-col"> <a class="text-sm link-styled no-underline leading-open comment__author truncate pr-6" href="https://kr.linkedin.com/in/sangjo-crenche-bae-88813542?trk=article-ssr-frontend-pulse_x-social-details_comments-action_comment_actor-name" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_comments-action_comment_actor-name" data-tracking-will-navigate> Sangjo (Crenche) Bae </a> <p class="!text-xs text-color-text-low-emphasis leading-[1.33333] mb-0.5 truncate comment__author-headline">Market Planner & Innovator in Fashion, Retail, e-commerce/ e-biz, Developer(MXD), Consumer Market, Marketing, Management</p> <span class="text-xs text-color-text-low-emphasis comment__duration-since absolute right-6 top-1 inline-block"> 10y </span> <div class="ellipsis-menu absolute right-0 top-0 !mr-0.5 babybear:!-top-0.5" data-test-id="comment__ellipsis-menu" data-feed-action="show-comment-dropdown"> <div class="collapsible-dropdown flex items-center relative hyphens-auto"> <button class="ellipsis-menu__trigger collapsible-dropdown__button btn-md btn-tertiary cursor-pointer !py-[6px] !px-1 flex items-center rounded-[50%] ellipsis-menu__trigger--small w-[32px] h-[32px] babybear:rotate-90 mamabear:!h-4 mamabear:!min-h-[32px] papabear:!h-4 papabear:!min-h-[32px]" aria-expanded="false" aria-label="Open menu" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_comments-action_comment_ellipsis-menu-trigger" tabindex="0"> <icon class="ellipsis-menu__trigger-icon m-0 p-0 centered-icon" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/c26vw8uiog92lvrqov98hvbxr"></icon> </button> <ul class="collapsible-dropdown__list hidden container-raised absolute w-auto overflow-y-auto flex-col items-stretch z-1 bottom-auto top-[100%]" role="menu" tabindex="-1"> <li class="ellipsis-menu__item border-t-1 border-solid border-color-border-low-emphasis first-of-type:border-none flex"> <a href="/uas/login?session_redirect=https%3A%2F%2Fwww.linkedin.com%2Fpulse%2F20141126162455-81464881-4-characteristics-that-will-define-the-future-of-retail&trk=article-ssr-frontend-pulse_x-social-details_comments-action_comment_ellipsis-menu-semaphore-sign-in-redirect&guestReportContentType=COMMENT&_f=guest-reporting" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_comments-action_comment_ellipsis-menu-semaphore-sign-in-redirect" data-tracking-will-navigate data-item-type="semaphore" data-semaphore-content-type="COMMENT" data-semaphore-content-urn="urn:li:comment:(urn:li:article:7240207007222360790,5950568338336792576)" data-semaphore-tracking-prefix="article-ssr-frontend-pulse_x-social-details_comments-action_comment_ellipsis-menu-semaphore" data-is-logged-in="false" data-modal="semaphore__toggle" class="semaphore__toggle visited:text-color-text-secondary ellipsis-menu__semaphore ellipsis-menu__item-button flex items-center w-full p-1 cursor-pointer font-sans text-sm font-bold link-styled focus:link-styled link:no-underline active:bg-color-background-container-tint focus:bg-color-background-container-tint hover:bg-color-background-container-tint outline-offset-[-2px]">  <icon class="ellipsis-menu__item-icon text-color-text h-[24px] w-[24px] mr-1" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/iq0x9q37wj214o129ai1yjut"> </icon> Report this comment </a>  </li>  </ul>  </div> </div> </div> <div class="attributed-text-segment-list__container relative mt-1 mb-1.5 babybear:mt-0 babybear:mb-0.5"> <p class="attributed-text-segment-list__content text-color-text !text-sm whitespace-pre-wrap break-words comment__text babybear:mt-0.5" dir="ltr">It is interesting~~</p>  </div>   </div> <div class="comment__actions flex flex-row flex-wrap items-center ml-2" aria-label="Comment Controls"> <a href="https://www.linkedin.com/signup/cold-join?session_redirect=%2Fpulse%2F20141126162455-81464881-4-characteristics-that-will-define-the-future-of-retail&trk=article-ssr-frontend-pulse_x-social-details_comments-action_comment_like" class="comment__action inline-block font-sans text-xs text-color-text-low-emphasis cursor-pointer" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_comments-action_comment_like" data-tracking-will-navigate> <div class="flex flex-row items-center "> <icon class="action-btn__icon w-2 mr-0.5" data-svg-class-name="action-btn__icon--svg" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/70k0g8kmgdfjjymflqqzipzxj"> </icon> <span class="action-btn__button-text inline-block align-baseline"> Like </span> </div> </a> <span class="before:middot font-sans text-s text-color-text-low-emphasis"></span> <a 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text-color-text-low-emphasis border-l-1 border-solid border-color-border-low-emphasis pl-1 mx-1 hidden"> 1 Reaction </span> </div> </div> </section>  <section class="comment flex grow-1 items-stretch leading-[16px] comment-with-action my-1.5"> <div> <a href="https://il.linkedin.com/in/viktoria-kanar?trk=article-ssr-frontend-pulse_x-social-details_comments-action_comment_actor-image" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_comments-action_comment_actor-image" data-tracking-will-navigate> <img class="inline-block relative rounded-[50%] w-4 h-4 " data-delayed-url="https://media.licdn.com/dms/image/v2/D4E03AQGQYti0D7I5IQ/profile-displayphoto-shrink_400_400/profile-displayphoto-shrink_400_400/0/1689710342189?e=2147483647&v=beta&t=7yf2wcVvNlc17IN03IzWRNhq4A6tni9r4QsjwS5XcAQ" data-ghost-classes="bg-color-entity-ghost-background" data-ghost-url="https://static.licdn.com/aero-v1/sc/h/9c8pery4andzj6ohjkjp54ma2" alt="Viktoria Kanar, graphic"> </a> </div> <div class="w-full min-w-0"> <div class="comment__body ml-0.5 mb-1 pt-1 pr-1.5 pb-1 pl-1.5 rounded-[8px] rounded-tl-none relative"> <div class="comment__header flex flex-col"> <a class="text-sm link-styled no-underline leading-open comment__author truncate pr-6" href="https://il.linkedin.com/in/viktoria-kanar?trk=article-ssr-frontend-pulse_x-social-details_comments-action_comment_actor-name" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_comments-action_comment_actor-name" data-tracking-will-navigate> Viktoria Kanar </a> <p class="!text-xs text-color-text-low-emphasis leading-[1.33333] mb-0.5 truncate comment__author-headline"></p> <span class="text-xs text-color-text-low-emphasis comment__duration-since absolute right-6 top-1 inline-block"> 10y </span> <div class="ellipsis-menu absolute right-0 top-0 !mr-0.5 babybear:!-top-0.5" data-test-id="comment__ellipsis-menu" data-feed-action="show-comment-dropdown"> <div class="collapsible-dropdown flex items-center relative hyphens-auto"> <button class="ellipsis-menu__trigger collapsible-dropdown__button btn-md btn-tertiary cursor-pointer !py-[6px] !px-1 flex items-center rounded-[50%] ellipsis-menu__trigger--small w-[32px] h-[32px] babybear:rotate-90 mamabear:!h-4 mamabear:!min-h-[32px] papabear:!h-4 papabear:!min-h-[32px]" aria-expanded="false" aria-label="Open menu" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_comments-action_comment_ellipsis-menu-trigger" tabindex="0"> <icon class="ellipsis-menu__trigger-icon m-0 p-0 centered-icon" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/c26vw8uiog92lvrqov98hvbxr"></icon> </button> <ul class="collapsible-dropdown__list hidden container-raised absolute w-auto overflow-y-auto flex-col items-stretch z-1 bottom-auto top-[100%]" role="menu" tabindex="-1"> <li class="ellipsis-menu__item border-t-1 border-solid border-color-border-low-emphasis first-of-type:border-none flex"> <a href="/uas/login?session_redirect=https%3A%2F%2Fwww.linkedin.com%2Fpulse%2F20141126162455-81464881-4-characteristics-that-will-define-the-future-of-retail&trk=article-ssr-frontend-pulse_x-social-details_comments-action_comment_ellipsis-menu-semaphore-sign-in-redirect&guestReportContentType=COMMENT&_f=guest-reporting" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_comments-action_comment_ellipsis-menu-semaphore-sign-in-redirect" data-tracking-will-navigate data-item-type="semaphore" data-semaphore-content-type="COMMENT" data-semaphore-content-urn="urn:li:comment:(urn:li:article:7240207007222360790,5944883546177953792)" data-semaphore-tracking-prefix="article-ssr-frontend-pulse_x-social-details_comments-action_comment_ellipsis-menu-semaphore" data-is-logged-in="false" data-modal="semaphore__toggle" class="semaphore__toggle visited:text-color-text-secondary ellipsis-menu__semaphore ellipsis-menu__item-button flex items-center w-full p-1 cursor-pointer font-sans text-sm font-bold link-styled focus:link-styled link:no-underline active:bg-color-background-container-tint focus:bg-color-background-container-tint hover:bg-color-background-container-tint outline-offset-[-2px]">  <icon class="ellipsis-menu__item-icon text-color-text h-[24px] w-[24px] mr-1" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/iq0x9q37wj214o129ai1yjut"> </icon> Report this comment </a>  </li>  </ul>  </div> </div> </div> <div class="attributed-text-segment-list__container relative mt-1 mb-1.5 babybear:mt-0 babybear:mb-0.5"> <p class="attributed-text-segment-list__content text-color-text !text-sm whitespace-pre-wrap break-words comment__text babybear:mt-0.5" dir="ltr">Personalization in retail/ fashion will become even more key with fashion tech 3D solutions allowing to find clothing and shoes with a nearly 100% fit. This will ultimately change the perception of fashion and make it more inclusive for those not shaped in super model/ standard sizes.</p>  </div>   </div> <div class="comment__actions flex flex-row flex-wrap items-center ml-2" aria-label="Comment Controls"> <a href="https://www.linkedin.com/signup/cold-join?session_redirect=%2Fpulse%2F20141126162455-81464881-4-characteristics-that-will-define-the-future-of-retail&trk=article-ssr-frontend-pulse_x-social-details_comments-action_comment_like" class="comment__action inline-block font-sans text-xs text-color-text-low-emphasis cursor-pointer" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_comments-action_comment_like" data-tracking-will-navigate> <div class="flex flex-row items-center "> <icon class="action-btn__icon w-2 mr-0.5" data-svg-class-name="action-btn__icon--svg" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/70k0g8kmgdfjjymflqqzipzxj"> </icon> <span class="action-btn__button-text inline-block 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href="https://ca.linkedin.com/in/sheldonpilot?trk=article-ssr-frontend-pulse_x-social-details_comments-action_comment_actor-image" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_comments-action_comment_actor-image" data-tracking-will-navigate> <img class="inline-block relative rounded-[50%] w-4 h-4 " data-delayed-url="https://media.licdn.com/dms/image/v2/C4E03AQHi0n3Dl0A_Ig/profile-displayphoto-shrink_400_400/profile-displayphoto-shrink_400_400/0/1516181774596?e=2147483647&v=beta&t=g4wejC84bc-mASJdVrUwg2Zbo-UKsntdg274dSdfJlk" data-ghost-classes="bg-color-entity-ghost-background" data-ghost-url="https://static.licdn.com/aero-v1/sc/h/9c8pery4andzj6ohjkjp54ma2" alt="Sheldon Pilot, graphic"> </a> </div> <div class="w-full min-w-0"> <div class="comment__body ml-0.5 mb-1 pt-1 pr-1.5 pb-1 pl-1.5 rounded-[8px] rounded-tl-none relative"> <div class="comment__header flex flex-col"> <a class="text-sm link-styled no-underline leading-open comment__author truncate pr-6" href="https://ca.linkedin.com/in/sheldonpilot?trk=article-ssr-frontend-pulse_x-social-details_comments-action_comment_actor-name" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_comments-action_comment_actor-name" data-tracking-will-navigate> Sheldon Pilot </a> <p class="!text-xs text-color-text-low-emphasis leading-[1.33333] mb-0.5 truncate comment__author-headline">Managing Director | Executive Producer </p> <span class="text-xs text-color-text-low-emphasis comment__duration-since absolute right-6 top-1 inline-block"> 10y </span> <div class="ellipsis-menu absolute right-0 top-0 !mr-0.5 babybear:!-top-0.5" data-test-id="comment__ellipsis-menu" data-feed-action="show-comment-dropdown"> <div class="collapsible-dropdown flex items-center relative hyphens-auto"> <button class="ellipsis-menu__trigger collapsible-dropdown__button btn-md btn-tertiary cursor-pointer !py-[6px] !px-1 flex items-center rounded-[50%] ellipsis-menu__trigger--small w-[32px] h-[32px] 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Why, it gets the customer to the store on their own terms, pick-up of purchase. So they are already excited and in a buying frame of mind. Once in-store, the use of beacon or geo-fence personalized messaging can begin the upsell opportunity. Great posting FN...</p>  </div>   </div> <div class="comment__actions flex flex-row flex-wrap items-center ml-2" aria-label="Comment Controls"> <a href="https://www.linkedin.com/signup/cold-join?session_redirect=%2Fpulse%2F20141126162455-81464881-4-characteristics-that-will-define-the-future-of-retail&trk=article-ssr-frontend-pulse_x-social-details_comments-action_comment_like" class="comment__action inline-block font-sans text-xs text-color-text-low-emphasis cursor-pointer" data-tracking-control-name="article-ssr-frontend-pulse_x-social-details_comments-action_comment_like" data-tracking-will-navigate> <div class="flex flex-row items-center "> <icon class="action-btn__icon w-2 mr-0.5" data-svg-class-name="action-btn__icon--svg" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/70k0g8kmgdfjjymflqqzipzxj"> </icon> <span class="action-btn__button-text inline-block align-baseline"> Like </span> </div> </a> <span class="before:middot font-sans text-s 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class="core-section-container__content break-words"> <div class="show-more-less">  <ul data-max-num-to-show="4" class="show-more-less__list show-more-less__list--hide-after-4" data-impression-id="article-ssr-frontend-pulse_show-more-less"> <li> <div class="base-card relative w-full hover:no-underline focus:no-underline base-card--link base-main-card flex flex-wrap py-2 pr-2 babybear:pr-0 base-main-card--link babybear:py-1 main-article-card"> <a class="base-card__full-link absolute top-0 right-0 bottom-0 left-0 p-0 z-[2]" href="https://www.linkedin.com/pulse/5-content-marketing-lessons-from-growing-sites-organic-nicasio" data-tracking-control-name="article-ssr-frontend-pulse" data-tracking-will-navigate> <span class="sr-only"> 5 Content Marketing Lessons from Growing a Site's Organic Traffic by 512% </span> </a> <div class="base-main-card__media relative w-[228px] block overflow-hidden flex-shrink-0 rounded-md h-[129px] babybear:w-[105px] babybear:h-[59px]"> <img class="h-full" 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IG/TikTok famous, but it’s the strategy… </p>  <code id="i18n_reaction_singular" style="display: none"></code> <code id="i18n_reactions_plural" style="display: none"></code> <div class="flex items-center font-sans text-sm babybear:text-xs -mt-1"> <div class="flex items-center font-normal text-color-text-low-emphasis no-underline visited:text-color-text-low-emphasis my-1" role="button" aria-label="20 Reactions" data-separate-ctas="false" data-test-id="social-actions__reactions" data-id="social-actions__reactions" data-num-reactions="20" data-singular="%numReactions%" data-plural="%numReactions%" tabindex="0"> <img alt data-reaction-type="LIKE" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/bn39hirwzjqj18ej1fkz55671" height="16px" width="16px"> <span aria-hidden="true" class="font-normal ml-0.5" data-test-id="social-actions__reaction-count"> 20 </span> </div> <code id="social-actions__reaction-image-APPRECIATION" style="display: none"></code>  <code 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<span class="body-text text-color-text-low-emphasis base-main-card__metadata-item babybear:text-xs">Jul 6, 2018</span>  </div> <h3 class="base-main-card__title font-sans text-[18px] font-bold text-color-text overflow-hidden babybear:text-sm"> 5 Things You Can Do Right Now to Improve the Performance of Your Content </h3>  <p class="base-main-card__description body-text text-color-text -mt-0.5"> People often ask me about my favorite content marketing “hacks.” Such questions always give me pause because I know… </p>  <code id="i18n_reaction_singular" style="display: none"></code> <code id="i18n_reactions_plural" style="display: none"></code> <div class="flex items-center font-sans text-sm babybear:text-xs -mt-1"> <div class="flex items-center font-normal text-color-text-low-emphasis no-underline visited:text-color-text-low-emphasis my-1" role="button" aria-label="44 Reactions" data-separate-ctas="false" data-test-id="social-actions__reactions" data-id="social-actions__reactions" 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