Greg Thain & Alexandra Skey – E-Retail Zero Friction in a digital universe

eretail0frictionGreg Thain & Alexandra Skey deliver a review of the current market opportunities, barriers and competition for retailers in the internet age in E-Retail Zero Friction in a digital universe. Thain, author of FMCG: The Power of Fast-Moving Consumer Goods, that I reviewed in March 2015, knows the market, has endless examples for both retail giants and SMEs. E-Retail explores different business models, distribution painstakes, payments options, market penetration, taxation, mass customization, crowd funding and Y Combinator, and cross-channel service like simultaneous retailing. They recognize the power of Amazon, Coca-Cola and Wal-Mart, but also point at their weak points e.g. curation of customer data to predict future buying, big data, and inventory costs.

Mobile, service on social media are valued, but “not as secret sauce. The real conversations retailers should have is how to merge the channels they’re using, so they can interact with their customers seamlessly. The real conversion is about the unified experience.” The consumer becomes more powerful, demanding green business, zero shipping costs and easy return processes. “As more of us come online in the next 10 years, we can communicate and collaborate at virtually no cost. This will affect all aspects of our society, not just the retail industry.” And yes, “Zero friction is a long way from reality.” This book shows retail ideas and customer experinces, and uncovers the beginnings of a zero friction world. Highly recommended for retailers, marketing & distribution students, and others interested in the transformation going on in retail.

More about the book can be found at

About the authors
Greg Thain is a director and investor in various e-retail and marketing businesses. He’s also an Adjunct Professor of E-Commerce, E-Retail & Marketing at the International University of Monaco (IUM). Greg regularly speaks at conferences around the world, specializing on retail in emerging markets. Greg has also written FMCG: A Complete Guide To The History Of The World’s Leading Consumer Companies, and Storewars: The Battle For Mindspace and Shelfspace, which is considered as a must read for every retailer. Greg splits his time between Monaco & Moscow with his wife and has 5 children.

Alexandra Skey is obsessed with customer experiences. She’s the Founder and CEO of Rallyon, a neuroscience company that unlocks human potential through technology, and the cofounder of Spokal, an award winning Marketing Automation System For WordPress. Alexandra also loves horses, tea and kiteboarding. She lives on the west coast of North America, sharing her time between Victoria and San Francisco.

The author provided me a free review copy without demanding to write a positive review.