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Reviewed by Judith Rook for Readers' Favorite
In David VS Goliath: How to Compete, and Beat, the Online Giant, David Garofalo draws us into the world of bricks and mortar retailers—that is, people who have three-dimensional shops and stock on the one hand, and need real customers on the other. It can be an active and creative world; it can be exciting; David Garofalo certainly makes it interesting. He lays out the principle that while on-line marketers sell for low prices, bricks and mortar retailers enjoy a more telling and potentially successful advantage in their ability to meet people directly and influence the way they spend their money through appealing to the emotions and senses.
With cheerful energy, he describes one hundred in-store marketing strategies, showing how they can be set up and operated. He includes successful examples from different retailers in the USA and draws on his own extensive practical experience as a retailer and thinker to show how and why such strategies work. Written in an attractive and often amusing style, with some thoroughly engaging moments, David VS Goliath will probably be a very helpful resource, particularly for store owners who may not be as observant or experienced in the area of retail design and operation as is Garofalo.
However, the book’s content can also be appreciated by those who do the buying—the customers. It offers an understanding of the complex dynamics of the retail environment and will perhaps help people to better appreciate and react to the prompts and attractions endemic to most contemporary shopping experiences. It may even reconcile them to the commencement of end-of-year festivities long before the due date.
