ICSC keynote presentation ICSC Keynote Presentation: (From left: Kyle Ashley, Chris Hull, Barry Beck, Scott Galloway)

NEW YORK CITY—Despite industry talk of Amazon’s devastating effects on retail, Bluemercury co-founder and COO, Barry Beck, emphasized that it’s nearly impossible to fully actualize a brand without a brick-and-mortar, real world presence. He noted that’s why Amazon and other e-commerce companies are opening physical stores.

“We’re even more convenient than Amazon. We’re beating them in their own game,” said Beck. In Manhattan, 75% of Bluemercury customers live within a five block radius of one of the high-end cosmetic and spa locations. In the suburbs, their customers all drive within 15 minutes to shop at Bluemercury. Beck added that Amazon sells—but does not build brands.

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Betsy Kim

Betsy Kim was the bureau chief, East Coast, and New York City reporter for Real Estate Forum and GlobeSt.com. As a lawyer and journalist, Betsy has worked as the director of editorial and content for LexisNexis Lawyers.com, a TV/multi-media journalist for NBC and CBS affiliated TV stations in the Midwest, and an associate producer at Court TV.

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