‘Reengineering Retail: The Future of Selling in a Post-Digital World’

On My Nightstand...

Last updated on August 8th, 2019 at 05:08 pm

Eric Wentz

Chief executive officer, Better by Design LLC


As the CEO of Better by Design LLC, a custom automation design and build business based in Delavan, Eric Wentz spends a lot of time working on things from a technical and engineering approach.

He also realizes the world is rapidly changing and makes it a point to read books outside his industry for a fresh perspective, including “Reengineering Retail” by Doug Stephens.

Wentz said the book leaves him with a lot of questions for his business he may not have had otherwise.

“The message in this book is that the buying experience – big picture, not just retail – is becoming not just an exercise, but an experience,” Wentz said.

Some of those changes are starting to show up in Better by Design’s business-to-business  model, Wentz said, adding the company is increasingly working with younger engineers who are accustomed to making a purchase and getting information in different ways than prior generations.

“The net result is we have to be responsive to that,” he said.

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