The New Retail: Sell to Me in a Me2B World

By Ralf Kern

Jeff Bezos said, “If we can keep our competitors focused on us while we stay focused on the customer, ultimately we´ll turn out all right.”

Many retailers today seem to do exactly this and try to compete with Amazon.com. It's not rare that I have conversations with retailers about implementing strategies to compete with, or even leapfrog, Amazon. I usually provocatively ask the question, “which part of Amazon would you aim to overtake?”

Focusing on competing with Amazon isn't a winning strategy. Retailers, instead, need to laser-focus on their customers and not primarily on the competition.

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Ralf Kern Author's page

Ralf Kern is the Global Vice President Retail at SAP SE, responsible for the future direction of SAP’s solution and global Go-to-Market strategy for Retail Customer Experience. He is a retail technology executive with more than 25 years of experience in the technology sector. Ralf has consulted and collaborated with many retailers around the globe.