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"They're increasingly pushing in-store sales online, where they're almost inevitably cheaper," Karl Heiselman, the CEO of Wolff Olins, told us. "Even retailers like Best Buy and
Heiselman, whose consulting company helps build brands, told us five ways that major retailers are outsmarting Amazon.
By bringing the best of Amazon into their own stores
"
Making shopping an experience
"Retailers need an engaging offline strategy to get customers in stores and keep them coming back," Heiselman said.
Having better merchandise than Amazon
Target achieved this through its Missoni collection, an exclusive collection of designer-branded merchandise that quickly sold out. Heiselman also cited Target's "Everyday Collection" campaign, which "transformed a dull, yet necessary,
Creating communities that provide editorial content
This could exist through consumer reviews and more. The retailers could also include professional editorial reviews, along with a way for customers to easily buy the product, Heiselman said.
Make employees happy
"Costco is known for nailing this," Heiselman said. "The average employee earns twice that of Walmart, and as a result they see lower turnover and better-trained staff." Great customer service is a key way for retailers to beat Amazon, so keeping employees happy is important.
Disclosure: Jeff Bezos is an investor in Business Insider through his personal investment company Bezos Expeditions.