The founder of B8ta, the consumer electronics try and buy store, argues in an interview that a retailer's main aim should not be making a sale. Pop-up stores and concept showrooms have shifted the focus away from sales. The B8ta business model, which relies on subscriptions from producers who rent space in the store and get 100% of every sale, involves measuring every activity in the store except the sale: awareness, engagement etc. This is then given to brand partners in real time. B8ta operates stores inside other retailers' units such as Lowe's or Macy's Herald Square, NY, and its own shops in key locations. According to the founder of B8ta, the business model applies better to beauty and fashion than it does in consumer electronics; if he could do it again, he would create a fashion B8ta.

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