Red. From “clicks” to a physical store

For some omnichannel retailers there is only a small step from “clicks” to stores. When followed with a quality reputation by word-of-mouth and customer reviews, success is often easily earned.  The Amazon 4* store in New York seemed rather cold and disappointing, so the Shanghai-based very first Red Book* (or Little Red Book) appears as an audacious bet. It is April 11^th 2019, at 4pm in the Joy City North shopping centre. Amid this pretty quiet shopping mall, customers are flooding into the newly-opened Red store, humming like a beehive. Covering a sales area of 150 sq.m, the store offers only the best sellers from the Red e-commerce website.