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.

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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