{"id":742,"date":"2018-02-27T19:13:12","date_gmt":"2018-02-27T19:13:12","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/?post_type=chapter&#038;p=742"},"modified":"2024-04-25T02:00:10","modified_gmt":"2024-04-25T02:00:10","slug":"adaptation-in-retail","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/chapter\/adaptation-in-retail\/","title":{"raw":"Adaptation in Retail","rendered":"Adaptation in Retail"},"content":{"raw":"<div class=\"textbox learning-objectives\">\r\n<h3>Learning Outcome<\/h3>\r\n<ul>\r\n \t<li>Explain why a willingness to adapt is essential to a retailer's survival<\/li>\r\n<\/ul>\r\n<\/div>\r\nIn previous sections we discussed the changing retail environment from a consumer and technology point of view.\u00a0 Think about the shifts in the retail industry from the modern day department store to the shopping mall and online shopping.\u00a0 As you consider those shifts think about how you, the consumer, have changed over time.\r\n\r\nDo you shop differently then you used to a year ago or even a decade ago?\u00a0 What have been some of your biggest influencing factors?\u00a0 What has been a dramatic shift for you in retail? Lastly, think about how retailers must adapt accordingly to stay relevant to the consumer.\r\n\r\nLet's look at examples of retailers that have failed to adapt and why.\u00a0 Some of these examples will be more recognizable than others.\r\n<h2>Blockbuster Video<\/h2>\r\n<img class=\"alignright wp-image-4805\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2986\/2018\/02\/17210503\/BlockbusterIsClosing.jpg\" alt=\"Front of a Blockbuster store with large sign saying &quot;Store Closing&quot;.\" width=\"350\" height=\"246\" \/>Blockbuster had long history in retail. It was founded by David Cook in 1985 who later sold the company for $18.5 million a few years later. \u00a0The company was purchased by Viacom for $8.4 billion in 1994 and soon after went public. So what led to the demise of Blockbuster?\u00a0 Late fees!\u00a0 In 2000 alone Blockbuster received $800 million in late fees and customers hated paying them. Netflix was an alternative to Blockbuster and the company posted losses of $1.6 billion.\r\n\r\nWhat was once a phenomenon and a huge success deteriorated very quickly. The customer moved towards the competition of movie streaming services. Even as Blockbuster eliminated late fees in 2005, it was already too late. Blockbuster was too slow too adapt and make the changes that were needed to stay relevant in the eyes of the consumer and to the industry as a whole.\r\n<h2>Borders Bookstore<\/h2>\r\n<img class=\"alignright wp-image-4806\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2986\/2018\/02\/17210801\/4182832604_81fb2a543d_b.jpg\" alt=\"Front of a Borders store with signs in the front windows saying &quot;Store closing! All stock reduced! Everything must go!&quot; Other signs advertise up to 50 percent off sales.\" width=\"350\" height=\"263\" \/>\r\n\r\nOnce a thriving retailer, Borders filed for bankruptcy in 2011 and closed all of its 400 locations. What led to its failure? They carried everything from music to movies and even e-readers yet they still struggled to fill their stores with an assortment of products that consumers wanted.\r\n\r\nFrom 2001 to 2008, they also outsourced their website to Amazon to create an online presence but, it wasn't enough because they were offering the wrong kinds of products. For example, they continued to offer consumers CD and DVD assortment without consideration of the customer's strong response to online entertainment.\r\n<h2>Toys R Us<\/h2>\r\nThis is one of the more recent examples of a retailer that failed to adapt. Let's take a look at why. As you watch the video below, keep in mind how the impacts they discuss connect to the retail industry as a whole.\u00a0 Keep in mind the effect these changes had on employees as Toys R Us had to lay off over 30,000 employees.\u00a0 In addition, Toys R Us sold 15% of the toy market which had significant effects on toy manufacturers who may have relied on the company for up to 20% of their total sales. Toy manufactures had to figure out how to make up for those lost sales or, if they couldn't, find a way to cope with the loss.\r\n\r\n<iframe src=\"\/\/plugin.3playmedia.com\/show?mf=4742598&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=573&amp;video_id=ik7nScZiCHI&amp;video_target=tpm-plugin-pw1py89j-ik7nScZiCHI\" width=\"800px\" height=\"500px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe>\r\n\r\nYou can view the <a href=\"https:\/\/course-building.s3-us-west-2.amazonaws.com\/Retail+Managment\/Transcripts\/ToysRUsFailedtoEvolveDigitally_transcript.txt\" target=\"_blank\" rel=\"noopener\">transcript for \"Toys R Us Failed to Evolve Digitally\" (opens in new window).<\/a>\r\n\r\nThree scenarios above demonstrate how failure to adapt can often lead to the demise of a retailer. However, there are numerous others and as consumer's preferences continuously change this will always be a challenge in the industry.\r\n<h2>Ways to Adapt<\/h2>\r\nHow can retailers adapt? How do they change along with the customer? Let's take a look at some of the options they have.\r\n<h3>Keep up with customer's shifting preferences and tastes<\/h3>\r\nTrends, music, and behavior are all things that keep changing but they also have a major impact on how the consumer shops. Remember that 84% of customers use their mobile phone to shop while in store. Nordstrom is a great example of a company that is able to keep up with those shifting preferences. The customer today wants speed, transparency, and control.\u00a0 Nordstrom offers the customer the opportunity to reserve items they want to try on before arriving at the store.\r\n<h3>Stay in regular contact with your customer<\/h3>\r\nA <a href=\"https:\/\/www.mckinsey.com\/mgi\/overview\" target=\"_blank\" rel=\"noopener\">McKinsey Global Institute<\/a> Study found 85% of retail companies are using social media for marketing as opposed to 66% for other companies! There is a great opportunity to maximize this platform by getting to know the customer, what they like, and what they don't like. It's also a great opportunity for customers to provide information on new products they would like to see from your company.\r\n\r\nTorontoVaporizer.ca, an online vaporizer and accessory store, is a great example of staying in touch with the customer. Their sales representatives are in constant communication with customers via phone, email, and online chat to gain data on what people want.\r\n<h3>Integrate brick and mortar, online, and mobile shopping experiences<\/h3>\r\nCustomers want to buy online, pick up in store, and also have the ability to return to the channel that is most convenient.\u00a0 Retailers such as Wal-Mart are now utilizing 'scan-and-go' technology that allows the customer to scan items as they are shopping. <a href=\"https:\/\/www.jcpenney.com\/\" target=\"_blank\" rel=\"noopener\">JCPenney<\/a>, <a href=\"https:\/\/www.urbanoutfitters.com\/?ref=logo\" target=\"_blank\" rel=\"noopener\">Urban Outfitters<\/a>, and <a href=\"https:\/\/www.anthropologie.com\/?ref=logo\" target=\"_blank\" rel=\"noopener\">Anthropologie<\/a> all now have mobile devices such as iPhones and iPads available in store to allow customers to make credit or debit card purchases without going to an actual kiosk. The end goal is to make it easier for the customer to shop seamlessly.\r\n<h3>Personalize the Shopping Experience<\/h3>\r\nThe customer no longer wants a one-size-fits-all approach when they shop. Retailers can create that personalized experience by gathering data on customer behavior and spending power and using that information to further develop products and experiences that are of interest to the customer. Take a look at the brief video below from <a href=\"https:\/\/www.unitedsweets.co.nz\/\" target=\"_blank\" rel=\"noopener\">United Sweets<\/a> to understand how they were able to successfully integrate POS and customer management systems with their loyalty program.\r\n\r\n<iframe marginwidth='0px' marginheight='0px' width='800px' height='450px' frameBorder='0' src='\/\/plugin.3playmedia.com\/show?mf=9757064&p3sdk_version=1.10.1&p=20361&pt=375&video_id=AVuJUAc-lgY&video_target=tpm-plugin-npqv29z7-AVuJUAc-lgY'><\/iframe>\r\n\r\nYou can view the <a href=\"https:\/\/course-building.s3-us-west-2.amazonaws.com\/Retail+Managment\/Transcripts\/HowUnitedSweetsisGrowingwithCollectandVend_transcript.txt\" target=\"_blank\" rel=\"noopener\">transcript for \"How United Sweets is Growing with Vend &amp; Collect\" (opens in new window)<\/a>.\r\n<div class=\"textbox tryit\">\r\n<h3>practice questions<\/h3>\r\nhttps:\/\/assess.lumenlearning.com\/practice\/e54daf32-eac6-4b69-b00e-37532ddab566\r\n<\/div>","rendered":"<div class=\"textbox learning-objectives\">\n<h3>Learning Outcome<\/h3>\n<ul>\n<li>Explain why a willingness to adapt is essential to a retailer&#8217;s survival<\/li>\n<\/ul>\n<\/div>\n<p>In previous sections we discussed the changing retail environment from a consumer and technology point of view.\u00a0 Think about the shifts in the retail industry from the modern day department store to the shopping mall and online shopping.\u00a0 As you consider those shifts think about how you, the consumer, have changed over time.<\/p>\n<p>Do you shop differently then you used to a year ago or even a decade ago?\u00a0 What have been some of your biggest influencing factors?\u00a0 What has been a dramatic shift for you in retail? Lastly, think about how retailers must adapt accordingly to stay relevant to the consumer.<\/p>\n<p>Let&#8217;s look at examples of retailers that have failed to adapt and why.\u00a0 Some of these examples will be more recognizable than others.<\/p>\n<h2>Blockbuster Video<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-4805\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2986\/2018\/02\/17210503\/BlockbusterIsClosing.jpg\" alt=\"Front of a Blockbuster store with large sign saying &quot;Store Closing&quot;.\" width=\"350\" height=\"246\" \/>Blockbuster had long history in retail. It was founded by David Cook in 1985 who later sold the company for $18.5 million a few years later. \u00a0The company was purchased by Viacom for $8.4 billion in 1994 and soon after went public. So what led to the demise of Blockbuster?\u00a0 Late fees!\u00a0 In 2000 alone Blockbuster received $800 million in late fees and customers hated paying them. Netflix was an alternative to Blockbuster and the company posted losses of $1.6 billion.<\/p>\n<p>What was once a phenomenon and a huge success deteriorated very quickly. The customer moved towards the competition of movie streaming services. Even as Blockbuster eliminated late fees in 2005, it was already too late. Blockbuster was too slow too adapt and make the changes that were needed to stay relevant in the eyes of the consumer and to the industry as a whole.<\/p>\n<h2>Borders Bookstore<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-4806\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2986\/2018\/02\/17210801\/4182832604_81fb2a543d_b.jpg\" alt=\"Front of a Borders store with signs in the front windows saying &quot;Store closing! All stock reduced! Everything must go!&quot; Other signs advertise up to 50 percent off sales.\" width=\"350\" height=\"263\" \/><\/p>\n<p>Once a thriving retailer, Borders filed for bankruptcy in 2011 and closed all of its 400 locations. What led to its failure? They carried everything from music to movies and even e-readers yet they still struggled to fill their stores with an assortment of products that consumers wanted.<\/p>\n<p>From 2001 to 2008, they also outsourced their website to Amazon to create an online presence but, it wasn&#8217;t enough because they were offering the wrong kinds of products. For example, they continued to offer consumers CD and DVD assortment without consideration of the customer&#8217;s strong response to online entertainment.<\/p>\n<h2>Toys R Us<\/h2>\n<p>This is one of the more recent examples of a retailer that failed to adapt. Let&#8217;s take a look at why. As you watch the video below, keep in mind how the impacts they discuss connect to the retail industry as a whole.\u00a0 Keep in mind the effect these changes had on employees as Toys R Us had to lay off over 30,000 employees.\u00a0 In addition, Toys R Us sold 15% of the toy market which had significant effects on toy manufacturers who may have relied on the company for up to 20% of their total sales. Toy manufactures had to figure out how to make up for those lost sales or, if they couldn&#8217;t, find a way to cope with the loss.<\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/plugin.3playmedia.com\/show?mf=4742598&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=573&amp;video_id=ik7nScZiCHI&amp;video_target=tpm-plugin-pw1py89j-ik7nScZiCHI\" width=\"800px\" height=\"500px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe><\/p>\n<p>You can view the <a href=\"https:\/\/course-building.s3-us-west-2.amazonaws.com\/Retail+Managment\/Transcripts\/ToysRUsFailedtoEvolveDigitally_transcript.txt\" target=\"_blank\" rel=\"noopener\">transcript for &#8220;Toys R Us Failed to Evolve Digitally&#8221; (opens in new window).<\/a><\/p>\n<p>Three scenarios above demonstrate how failure to adapt can often lead to the demise of a retailer. However, there are numerous others and as consumer&#8217;s preferences continuously change this will always be a challenge in the industry.<\/p>\n<h2>Ways to Adapt<\/h2>\n<p>How can retailers adapt? How do they change along with the customer? Let&#8217;s take a look at some of the options they have.<\/p>\n<h3>Keep up with customer&#8217;s shifting preferences and tastes<\/h3>\n<p>Trends, music, and behavior are all things that keep changing but they also have a major impact on how the consumer shops. Remember that 84% of customers use their mobile phone to shop while in store. Nordstrom is a great example of a company that is able to keep up with those shifting preferences. The customer today wants speed, transparency, and control.\u00a0 Nordstrom offers the customer the opportunity to reserve items they want to try on before arriving at the store.<\/p>\n<h3>Stay in regular contact with your customer<\/h3>\n<p>A <a href=\"https:\/\/www.mckinsey.com\/mgi\/overview\" target=\"_blank\" rel=\"noopener\">McKinsey Global Institute<\/a> Study found 85% of retail companies are using social media for marketing as opposed to 66% for other companies! There is a great opportunity to maximize this platform by getting to know the customer, what they like, and what they don&#8217;t like. It&#8217;s also a great opportunity for customers to provide information on new products they would like to see from your company.<\/p>\n<p>TorontoVaporizer.ca, an online vaporizer and accessory store, is a great example of staying in touch with the customer. Their sales representatives are in constant communication with customers via phone, email, and online chat to gain data on what people want.<\/p>\n<h3>Integrate brick and mortar, online, and mobile shopping experiences<\/h3>\n<p>Customers want to buy online, pick up in store, and also have the ability to return to the channel that is most convenient.\u00a0 Retailers such as Wal-Mart are now utilizing &#8216;scan-and-go&#8217; technology that allows the customer to scan items as they are shopping. <a href=\"https:\/\/www.jcpenney.com\/\" target=\"_blank\" rel=\"noopener\">JCPenney<\/a>, <a href=\"https:\/\/www.urbanoutfitters.com\/?ref=logo\" target=\"_blank\" rel=\"noopener\">Urban Outfitters<\/a>, and <a href=\"https:\/\/www.anthropologie.com\/?ref=logo\" target=\"_blank\" rel=\"noopener\">Anthropologie<\/a> all now have mobile devices such as iPhones and iPads available in store to allow customers to make credit or debit card purchases without going to an actual kiosk. The end goal is to make it easier for the customer to shop seamlessly.<\/p>\n<h3>Personalize the Shopping Experience<\/h3>\n<p>The customer no longer wants a one-size-fits-all approach when they shop. Retailers can create that personalized experience by gathering data on customer behavior and spending power and using that information to further develop products and experiences that are of interest to the customer. Take a look at the brief video below from <a href=\"https:\/\/www.unitedsweets.co.nz\/\" target=\"_blank\" rel=\"noopener\">United Sweets<\/a> to understand how they were able to successfully integrate POS and customer management systems with their loyalty program.<\/p>\n<p><iframe loading=\"lazy\" marginwidth=\"0px\" marginheight=\"0px\" width=\"800px\" height=\"450px\" frameborder=\"0\" src=\"\/\/plugin.3playmedia.com\/show?mf=9757064&#38;p3sdk_version=1.10.1&#38;p=20361&#38;pt=375&#38;video_id=AVuJUAc-lgY&#38;video_target=tpm-plugin-npqv29z7-AVuJUAc-lgY\"><\/iframe><\/p>\n<p>You can view the <a href=\"https:\/\/course-building.s3-us-west-2.amazonaws.com\/Retail+Managment\/Transcripts\/HowUnitedSweetsisGrowingwithCollectandVend_transcript.txt\" target=\"_blank\" rel=\"noopener\">transcript for &#8220;How United Sweets is Growing with Vend &amp; Collect&#8221; (opens in new window)<\/a>.<\/p>\n<div class=\"textbox tryit\">\n<h3>practice questions<\/h3>\n<p>\t<iframe id=\"assessment_practice_e54daf32-eac6-4b69-b00e-37532ddab566\" class=\"resizable\" src=\"https:\/\/assess.lumenlearning.com\/practice\/e54daf32-eac6-4b69-b00e-37532ddab566?iframe_resize_id=assessment_practice_id_e54daf32-eac6-4b69-b00e-37532ddab566\" frameborder=\"0\" style=\"border:none;width:100%;height:100%;min-height:300px;\"><br \/>\n\t<\/iframe>\n<\/div>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-742\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Blockbuster Store Closing. <strong>Authored by<\/strong>: Dwight Burdette. <strong>Provided by<\/strong>: Wikimedia Commons. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/commons.wikimedia.org\/wiki\/File:Blockbuster_Store_Closing,_Ypsilanti_Township,_Michigan.JPG\">https:\/\/commons.wikimedia.org\/wiki\/File:Blockbuster_Store_Closing,_Ypsilanti_Township,_Michigan.JPG<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Borders closing in the Bullring. <strong>Authored by<\/strong>: Mark Hillary. <strong>Provided by<\/strong>: Flickr. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/flic.kr\/p\/7nC7pw\">https:\/\/flic.kr\/p\/7nC7pw<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Have you adapted your retail experience?. <strong>Authored by<\/strong>: Christine B. Whittemore. <strong>Provided by<\/strong>:  Flooring The Consumer on Simple Marketing Now. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/flooringtheconsumer.blogspot.com\/2010\/11\/have-you-adapted-your-retail-experience.html\">http:\/\/flooringtheconsumer.blogspot.com\/2010\/11\/have-you-adapted-your-retail-experience.html<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">All rights reserved content<\/div><ul class=\"citation-list\"><li>Toys R Us videoToys R Us failed to evolve digitally, retail expert says. <strong>Authored by<\/strong>: Fox Business. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/youtu.be\/ik7nScZiCHI\">https:\/\/youtu.be\/ik7nScZiCHI<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: Standard YouTube License<\/li><li>United Sweets is growing their business with Collect and Vend. <strong>Authored by<\/strong>: Collect. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/vimeo.com\/115220822\">https:\/\/vimeo.com\/115220822<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":82555,"menu_order":9,"template":"","meta":{"_candela_citation":"[{\"type\":\"cc\",\"description\":\"Blockbuster Store Closing\",\"author\":\"Dwight Burdette\",\"organization\":\"Wikimedia Commons\",\"url\":\"https:\/\/commons.wikimedia.org\/wiki\/File:Blockbuster_Store_Closing,_Ypsilanti_Township,_Michigan.JPG\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Borders closing in the Bullring\",\"author\":\"Mark Hillary\",\"organization\":\"Flickr\",\"url\":\"https:\/\/flic.kr\/p\/7nC7pw\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"copyrighted_video\",\"description\":\"Toys R Us videoToys R Us failed to evolve digitally, retail expert says\",\"author\":\"Fox Business\",\"organization\":\"\",\"url\":\"https:\/\/youtu.be\/ik7nScZiCHI\",\"project\":\"\",\"license\":\"arr\",\"license_terms\":\"Standard YouTube License\"},{\"type\":\"cc\",\"description\":\"Have you adapted your retail experience?\",\"author\":\"Christine B. Whittemore\",\"organization\":\" Flooring The Consumer on Simple Marketing Now\",\"url\":\"http:\/\/flooringtheconsumer.blogspot.com\/2010\/11\/have-you-adapted-your-retail-experience.html\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"copyrighted_video\",\"description\":\"United Sweets is growing their business with Collect and Vend\",\"author\":\"Collect\",\"organization\":\"\",\"url\":\"https:\/\/vimeo.com\/115220822\",\"project\":\"\",\"license\":\"arr\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"1c5daee4-5334-4432-8e2b-5ba0c13aa156, 9320c215-9fb6-4219-b74e-783c6f5f5f5a","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-742","chapter","type-chapter","status-publish","hentry"],"part":1631,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/pressbooks\/v2\/chapters\/742","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/wp\/v2\/users\/82555"}],"version-history":[{"count":43,"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/pressbooks\/v2\/chapters\/742\/revisions"}],"predecessor-version":[{"id":6342,"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/pressbooks\/v2\/chapters\/742\/revisions\/6342"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/pressbooks\/v2\/parts\/1631"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/pressbooks\/v2\/chapters\/742\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/wp\/v2\/media?parent=742"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/pressbooks\/v2\/chapter-type?post=742"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/wp\/v2\/contributor?post=742"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-retailmanagement\/wp-json\/wp\/v2\/license?post=742"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}