As we plan for the third eCommerce Forum (ECF) meeting in June 2009, Ian Jindal looks back on a stimulating second gathering of the ECF in London last October

Following the inaugural session in Amsterdam in April (under the theme of “Data-driven insights”, where we’d considered the role of data mining, ethnographic research and category management upon online selling) we decided to take a more complete view of the ‘online shop’ and so focused on what we could learn from our offline colleague’s “use of space”.
We were privileged therefore to hear first from Baptise Brayé, CEO of www.locatus.es and Visiting Scholar at Harvard School of Design. Baptiste’s expertise is in locating stores geographically, and via his exceptional presentation and in-depth studies of the changing urban retail geography, Baptiste posed a challenging question to the group: what’s the correlative of “proximity” for online retailers?

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