Home Magazines BizTimes Milwaukee ‘Reengineering Retail: The Future of Selling in a Post-Digital World’

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

On My Nightstand...

By Doug Stephens

Eric Wentz

Chief executive officer, Better by Design LLC


Wentz

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.

Eric Wentz

Chief executive officer, Better by Design LLC


[caption id="attachment_371613" align="alignleft" width="150"] Wentz[/caption]

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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