A university study finds selling “deep” products at physical stores is a core builder of trust with customers and a primary reason digital native retailers open stores.
Researchers from Colorado State University, Amazon.com and Dartmouth College examined the role of physical stores in selling “deep” products. Researchers posited that products differ in the inspection depth customers require to purchase them. Deep, vs. “shallow”, products require ample inspection in order for the customer to make an informed decision.
