I’m also glad you didn’t just take it as ‘why should I push?’ & leave it as that.

Though, of course, push vs pull isn’t always black & white. One common accusation of e-tail is that it’s just an online cash register. Many traditional retailers are actually in the push business. As in, that is what they do. In fact, it’s a big part of the mom n’ pop thing.
You go into a butcher: ‘I’m barbecuing for 20. What steaks should I get?’
A restaurant: ‘How’s your fish?’
A computer shop: ‘I mostly just play with photos.’
Clothes & Food, the biggest retail sectors are pretty much reliant on people walking around a store and looking around.

Most E commerce has always been the ideal for a puller customer. But the value of informing, endorsing, reassuring, etc. is definitely there. The pull market is actually pretty small by comparison.

I think it’s changing though. Amazon for example, is a great place to research. Woot! is exclusively a push. And new gen e tailers like yourselves know the value of being more then a cash register.

BTW What I think is interesting with you guys is that you’re taking & using what is traditionally the small business advantage: personalisation, and applying it to etail.

‘Everyone knows “George and Greg from Detailed Image” ‘ Wal-Mart just can’t match that.