By Ralph Lieberthal
Thanks to mobility and almost constant connectivity, we can now shop anywhere at any time. While this certainly benefits all consumers, the impact on rural customers is hard to ignore. Located far from brick and mortar retailers, buying virtually anything you want online and having it delivered to your doorstep has transformed not only rural consumers’ expectations but also retail business models.
The New Distribution Dilemma
Not surprisingly, convenience has driven the appeal for rural online commerce due to the distance to physical store locations. Servicing the increasing demand of these customers, however, has turned into a losing proposition for some retailers due to the cost of delivery. To …