At The Creative Company's Leader to Leader event in January 2015, Laura Gallagher, President and CEO, shared the top 15 trends in retail she gathered from her time at the NRF Big Show in New York City.

1. LeADEr to LeADEr
Retail’s
BIG
Show
2015

2. WElCOme & INtRoDUCTIoNs

3. THe FUtURe IS NoW!

4. ReTAIl’S BIg sHOW - NYC

5. ReTAIl’S BIg sHOW - NYC

7. NeW BoSs
I would like to
introduce you to your
new boss!
She’s socially
connected, and
demands a frictionless
shopping experience.

8. CHIEf eVeRYtHINg OfFICeR

9. TrEnDS

10. 1. Transparency
2. Omnichannel
3. The
health
conscious
consumer
4. The
customer
is
“always
on”
5. Internal
communicaCon
6. PersonalizaCon
7. Social
Media
–
OpportuniCes
&
Challenges
8. Self
serve
want
it
all
now
9. Blurring
of
sectors
10. High
Speed
Retail
11. Experience
over
stuff
12. Brand
poliCcs
13. Baby
Boomers
14. Mass
CustomizaCon
and
tailor
made
products
15. High
expectaCons
15 TrEnDS FoR 2015
Section 1 Section 2 Section 3

11. 1. TrANsPArEnCY

12. Edelman’s
2014
Global
Study
1. TrANsPArEnCY
68%
of
respondents
want
brands
to
communicate
transparency

13. Chipotle
GMO
Ingredients
1. TrANsPArEnCY

14. The
Scarecrow
1. TrANsPArEnCY

15. Macy’s
goes
Omnichannel
2. OmNICHAnNEl

16. • Apple
Pay
• Same
day
delivery
• Buy
online
–
pick
up
in
store
• POS
devices
• Enhanced
shopping
apps
• Macy’s
waitlist
(offers
coupons)
• RFID
–
Inventory
counts
• Shopkick
• Smart
fi_ng
rooms
Macy’s
2. OmNICHAnNEl

17. 2. OmNICHAnNEl
The
intersecCon
of
technology
and
the
customer
is
real.

18. 2. OmNICHAnNEl
• HolisCc
thinking
• Company’s
value
posiCon
• Integrated
messaging
• Insight
across
business
units
and
geography

19. 3. THe HEAlTH COnSCIoUs
COnSUmEr

20. 3. THe HEAlTH COnSCIoUs
COnSUmEr

21. 73%
of
adults
say
they
try
to
eat
healthier
at
restaurants
3. THe HEAlTH COnSCIoUs
COnSUmEr

22. 3. THe HEAlTH COnSCIoUs
COnSUmEr
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23. Instead
of
thinking
about
next
month
or
next
quarter,
the
focal
point
for
the
winners
will
be
today.
Example:
American
Airlines
On
average,
they
respond
within
10
minutes
to
customers
Some
companies
have
separate
customer
service
twider
handles:
@NikeSupport,
@ComcastCares
4. THe CUStOmEr IS
ALWAYs On

24. 4. THe CUStOmEr IS
ALWAYs On

25. “Culture
eats
strategy
for
lunch”
-­‐Terry
Jones
Travelocity
5. INtErnAL
COmMUnICATIoNs

26. Companies
will
want
their
employees
to
be
the
best
brand
ambassadors
and
will
work
harder
to
make
sure
that
employees
and
vendors
understand
and
the
live
the
vision
and
strategy
of
the
company.
“What
got
Home
Depot
from
zero
to
$50
billion
in
sales
wasn’t
going
to
get
it
to
the
next
$50
billion.”
5. INtErnAL COmMUnICATIoNs

27. The
Home
Depot
Chairman
Frank
Blake
was
honored
with
NRF's
Gold
Medal
award
for
returning
the
company’s
culture
to
its
original
employee-­‐
and
customer-­‐focused
form,
embracing
the
future
of
interconnecCvity,
and
spearheading
a
redesign
of
a
supply
chain
during
the
economic
downturn.
5. INtErnAL COmMUnICATIoNs

28. 5. INtErnAL
COmMUnICATIoNs

29. • He
invited
conflict
in
decision
making.
• He
walked
the
floor
two
days
a
week.
• He
took
responsibility.
• He
focused
on
the
customer.
• He
increased
the
bonus
pool.
• He
removed
the
barriers.
• He
listened.
5. INtErnAL COmMUnICATIoNs

30. 5. INtErnAL
COmMUnICATIoNs

31. BrEAK& DISCUsS

32. This
is
not
a
trend
-­‐
its
a
markeCng
tsunami,
here
to
stay,
which
will
transform
everything.
It
will
become
more
regionalized,
and
more
localized,
even
more
individualized,
as
consumers
resist
homogenizaCon.
This
means
that
local
companies
will
need
to
work
even
harder
to
know
their
customer
base
because
the
big
brands
will
be
working
hard
to
come
in
and
take
that
market
share
and
will
have
the
tools
to
do
so.
Ulta
Beauty,
whose
new
mobile
app
engages
both
employees
and
consumers
for
a
highly
customized
shopping
experience.
6. PeRsOnALIzATIoN

33. 6. PeRsOnALIzATIoN

34. 6. PeRsOnALIzATIoN

35. Ulta
Beauty
App
6. PeRsOnALIzATIoN

36. OpportuniCes
and
Challenges.
The
economics
of
markeCng
in
a
digital
world
will
challenge
marketers.
Because
smart
content
creaCon
should
be
naCve
to
the
digital
channel
that
reaches
the
audience,
the
single
biggest
challenge
that
marketers
will
need
to
solve
is
to
scale
content
in
an
economic
way.
7. SoCIAL MeDIA

37. Fast
food
restaurants
have
people
order
their
own
food
on
touch
screens
(White
Castle,
McDonalds)
8. SeLf sErVe

38.
La
Guardia
Terminals
8. SeLf sErVe

39. Bookshops
selling
coffee,
coffee
shops
selling
music,
supermarkets
selling
loans,
Ralph
Lauren
selling
paint
9. BlURrINg Of SeCToRs

40. 9. BlURrINg Of SeCToRs

41. 9. BlURrINg Of SeCToRs

42. 10. HIGH SpEeD ReTAIl
Back
in
1900
people
slept
for
9.0
hours
every
night.
Now
it’s
just
6.9
hours.

43. 10. HIGH SpEeD ReTAIl
Drive
Thru
EVERYTHING!
This
is
driving
trends
like
drive-­‐by
dining,
mobile
banking
and
it’s
also
killing
giant
malls,
which
take
too
much
Cme
to
shop.

44. 10. HIGH SpEeD ReTAIl
Equally,
people
are
ge_ng
increasingly
bored
with
the
same
brands
in
the
same
places,
which
in
turn
is
driving
‘pop-­‐up’
retail
and
‘limited
Cme
only’
products
and
offers.

45. BrEAK& DISCUsS

46. 11. EXpeRIeNCeS OVeR
StUFf

47. 11. EXpeRIeNCeS OVeR
StUFf

48. 11. EXpeRIeNCeS OVeR
StUFf
Teavana
in
the
App
Store

49. 12. BrAND PoLItICS
We've
already
got
sweat
shop
free
clothing
brands,
the
return
of
neighborhood
retail
and
anC-­‐
supermarket
senCments,
but
we
haven't
seen
anything
yet.
In
the
future,
customers
will
be
interrogaCng
brands
online
and
scanning
products
in
supermarkets
with
mobile
phones
to
check
on
the
ethical
policy
of
brands.

50. 12. BrAND PoLItICS
Ethically
based
retail
concepts
will
grow
in
the
future.

51. 12. BrAND PoLItICS

52. 12. BrAND PoLItICS

53. 13. BAbY bOoMeRs
It's
someone's
50th
birthday
every
8
seconds
in
the
US
but
retailers
are
sCll
obsessively
focused
on
young
people.
A
study
by
Credit
Suisse
First
Boston,
for
example,
found
that
in
the
US
there
are
7700
clothing
chains
selling
to
the
teen
market
(with
a
theoreCcal
sales
of
$5.8
million
per
store)
but
only
1800
with
theoreCcal
sales
of
US
$19.2
million
per
store
targeCng
baby
boomers.

54. 13. BAbY bOoMeRs
As
populaCons
age
more
people
will
want
to
spend
more
Cme
at
home
and
they
will
want
to
make
their
lives
as
comfortable
as
possible.
Designing
signage,
food
packaging
and
everything
so
they
can
handle
things
is
also
important.

55. 14. MAsS CUsToMIzAtIOn AND
TAIlOr-MADe PrOJeCTs
Something
made
just
for
you.
Products
created
for
specific
niches
and
groups,
osen
with
the
help
of
customers
themselves.

56. 14. MAsS CUsToMIzAtIOn AND
TAIlOr-MADe PrOJeCTs

57. 14. MAsS CUsToMIzAtIOn AND
TAIlOr-MADe PrOJeCTs

58. 15. HIGH EXpeCTAtIOnS

59. THe FUtURe IS NoW!