In the book What Would Google Do?, Jeff Jarvis outlines ten "Google Rules" that define how Google acts.  These rules help define how Web 2.0 businesses operate today and into the future.  While there's a chapter in the book on applying these rules to the retail industry, it wasn't very in-depth.  So I've decided to more directly apply the rules to retail, along with some notable examples of success.  The table below shows Jeff's Google Rule, some Industry Examples, and New Retailer Rules that I created.
 
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  Google Rule
  
  
  Industry Examples
  
  
  New Retailer Rule
  
 
 
  
  New Relationship
  Your worst customer is your friend; you best customer is your partner
  
  
  Newegg.com lets manufacturers respond
  to customer comments that are critical of the product, and their EggXpert site lets customers help other customers.
  
  
  Listen to what your customers are saying about you.  Convert the critics to fans and the fans to
  influencers.
  
 
 
  
  New Architecture
  Join a network; be a platform
  
  
  Tesco and BestBuy
  released APIs for their product catalogs so third-parties could create new
  applications.
  
  
  Become a destination for information.
  
 
 
  
  New Publicness
  Life is public, so is business
  
  
  Zappos and WholeFoods
  founders are prolific tweeters/bloggers, sharing their opinions and
  connecting to customers.  It's not
  always pretty, but it's genuine.
  
  
  Be transparent.  Share both your successes and failures with
  your customers.
  
 
 
  
  New Society
  Elegant organization
  
  
  Wet Seal helps their customers
  assemble outfits and show them off to each other.  Barnes & Noble
  has a community site that includes a bookclub.
  
  
  Communities of your customers already exist, so help them organize better.
  
 
 
  
  New Economy
  Mass market is dead; long live the mass of niches
  
  
  lululemon found a niche for yoga
  inspired athletic wear.  Threadless uses crowd-sourcing to design short-runs
  of T-shirts.
  
  
  Serve small markets with niche products.
  
 
 
  
  New Business Reality
  Decide what business you're in
  
  
  When Lowes realized catering to women
  brought the men along, their sales increased.
  
  
  Customers want experiences to go with the products they buy.
  
 
 
  
  New Attitude
  Trust the people and listen
  
  
  In 2008 Starbucks launched
  MyStartbucksIdea to solicit ideas from their customers.
  
  
  Use social networks as additional data points for making better
  merchandising decisions.
  
 
 
  
  New Ethic
  Be honest and transparent; don't be evil
  
  
  Target is giving away reusable
  shopping bags for Earth Day.  Kohl's has outfitted 67 stores with solar arrays.
  
  
  Being green
  earns customers' 
respect and lowers costs too.
  
 
 
  
  New Speed
  Life is live
  
  
  H&M and
  Zara keep up with fashion trends.
  
  
  Be prepared
  to pounce on you customers' fickle interests.
  
 
 
  
  New Imperatives
  Encourage, enable and protect innovation
  
  
  1-800-Flowers was the first do sales
  in Facebook and an early adopter of mobile commerce.  The Sears
  Personal Shopper mobile app finds products based on a photo.
  
  
  Give your staff permission to fail so innovation won't be
  stifled.
  
 
Jeff will be a keynote speaker at Crosstalk, our upcoming annual user conference, so I'm looking forward to hearing more of his perspective on retail and the new economy.