David Garofalo has published the book David vs. Goliath. How to Compete, And Beat, The On-Line Giant – 100 Proven Promotions For Brick & Mortar Retailers. Mr. Garofalo is known these days as The Cigar Authority. His chain of cigar stores, Two Guys Smoke Shop, are internationally recognized as the highest volume, independently owned and operated brick and mortar retail cigar shops in the world.
About the book
In this age of Amazon, Google, and online ordering, sometimes it’s hard to remember the days of brick and mortar stores, when you could walk into a physical store, and touch, see, smell the food, clothes, books. Brick and mortar (B&M), are those retail businesses that are located in an actual building (as opposed to an online retailer, who rarely has a physical location for shoppers to visit). In a relatively short period of time, total retail e-commerce sales across the world has reached $3 trillion. Were all those sales taken away from the B&M retailer? Is the rise of e-commerce threatening the existence of the traditional retail stores? Mr. Garofalo doesn’t think so, but B&M retailers need to be aware of their market, and adapt as necessary. A B&M just can’t compete with the e-tailers’ buying power, giant warehouses of inventory and the fierce competition of the online marketplace. Is all hope lost? Not at all, says the author. It just requires a rethinking of strategy, and to work smarter, not harder.
This book is compiled with plenty of real-life case studies, along with some words of wisdom and experience to help you make the most of all the ideas in these pages.
Photo: Micah Gummel