Exploring the evolution of retailing and the marketing communication needs to support these changes. References: Fjord Trends & Piers Fawkes.

1. FUTURE OF RETAIL
Reinvention & Revolution: Retail On
Demand & The New Brand
Champions
Edited & Presented by:
Lisa Ackerman
& Effective Marketing
Communications Trends for the
evolution

2. We need to explore the past to
understand the future effects &
how to effectively plan a Marketing
Communications strategy that
works.
Brick & Mortar
•Traditional Advertising/Promotions
•Tradition Marketing
•Traditional Publicity

3. Online & Digital
24/7
Tesco N. Korea

4. Showrooms / Reinventing the
Experience
Emotional effect /
environment considerations

5. Evolving Retail
“Selling” to “Learning”

6. Online to Brick & Mortar

7. And…consider
•Adaptive Pricing (your data dictates the
price!)
•Crowd Sourcing
•Augmented Reality (try before you buy)
•Personalization: Create your own

8. The Modern Shopper

9. Modern Shopper’s Expectations
 Sophistication Based On Personal
Knowledge
 Prepared To Trade Data For A Better
Experience
 Instant Access To Expertise
 Takes Advantage Of Technology
 Wants To Be Offered A Perfect Match

10. Marketing Communications messages go
from “Top Down” to “2-way dialogue”
Creating the:
•Shopper as Affiliate
•Crowd Sourced Product
range
•Shopper to Shopper Service
& education
•Shopper designed deals
(create & set the price)

11. Setting The Stage
By clearing the air before customers enter a store and calling out targeted
moments for valuable interactions, retailers are helping to create the
foundations of a focused and worthwhile interaction
THE NEW BRAND CHAMPION
SHOPPER AS
AFFILIAT
“LET ME SELL ON YOUR BEHALF”

12. COMMISSION FEES EARNED BY INFLUENCING
ONLINE PURCHASES
MULU.ME

13. SHARING PRODUCTS ON FACEBOOK DOUBLES
CUSTOMERS’ LOYALTY POINTS
TESCO

15. COMMUNITY POWERED CREDIT CARD INVOLVES CARDHOLDERS
IN CARD MANAGEMENT AND PROFITS
BARCLAYCARD RING

16. CONSTRUCTION BRAND GETS REAL-TIME FEEDBACK FROM
CUSTOMERS ON NEW TRUCK DESIGNS
CATERPILLAR

17. Meta-Library
By tapping into the wealth of online information by leveraging image
recognition search and augmented reality to present detailed information and
contextual relevance, users are able to use information without being tied to
a specific medium or behavior.
“HELP ME DECIDE WHICH ONE TO
BUY”

18. SERVICE PAIRS CONSUMERS WITH BRAND EXPERTS FOR
REAL-TIME PRODUCT CONSULTATIONS
NEEDLE

19. INSURANCE COMPANY RECRUITS EXISTING POLICY
HOLDERS TO ADVISE POTENTIAL CUSTOMERS
KYSY VAIKKA

20. Layered Virtual
Showcase
A new set of digital services are enabling shoppers to visually experience
and experiment with products before they buy.
With a growing level of peer to peer communities that are working together
and searching for service answers, the right information is being rewarded
and being presented in easy formats for large groups of people to use and
share.
“LET ME NAME MY PRICE”

21. APP LETS RETAILERS COMPETE TO SUPPLY
HOUSEHOLD GOODS
NETPLENISH

22. BUYAPOWA
WEBSITE PROVIDES BULK DISCOUNTS ON
POPULAR PRODUCTS

23. Modern Shopper’s Expectations
 Sophistication Based On Personal
Knowledge
 Prepared To Trade Data For A Better
Experience
 Instant Access To Expertise
 Takes Advantage Of Technology
 Wants To Be Offered A Perfect Match

24. •Service with opt in (trade your
data for better service
• Shopper Coaching (educate
before and after)
•Auto-curated shopping (your
purchase history)
•Bespoke at scale (customize
what you want)
•Fit with a click (digital tools to
help with fit)

25. Service With An Opt In
“Give Me Personal Attention And Better Service”

26. LOCATION AWARE APP PROVIDES SALES-STAFF
WITH CUSTOMERS’ PREFERENCES
NEIMAN MARCUS

27. STYLISTS LOOK TO YOUR PAST PURCHASES TO
TAILOR ADVICE
MODCLOTH

28. Subject Specialist
Staff members with specialized knowledge bases who can provide smarter
answers and product recommendations to their customers in-store, online
and over the phone.
RETAIL ON DEMAND
SHOPPER COACHING
“Teach Me How To Use This”

29. MOTORCYCLE REPAIR SHOP INVITES CUSTOMERS TO
WORK ON BIKES THEMSELVES
MOTOMETHOD

30. EXPERIENCE ‘POP-UPS’ SHOW CUSTOMERS HOW
TO ACESS HIGHER AUDIO PERFORMANCE
LENBROOK

31. “LET ME SHOP WHAT I LIKE”

32. GLIMPSE
SOCIAL SHOPPING CHANNEL USES FACEBOOK
‘LIKES’ TO BUILD CUSTOM CATOLOGS

33. PICKIE
PERSONALIZED MAGAZINE SHOWCASES FRIENDS’
LIKES AND SHARES

34. Experience Centers
Best-in-class brands are creating experience centers where consumers are
approached, not only as shoppers, but as sophisticated learners who are
eager to engage and create
“LET ME BUILD THE PERFECT ONE FOR ME”

35. CUSTOMIZING MODULAR FURNITURE ONLINE AT
AN AFFORDABLE PRICE
EVOLVEX

36. 3D PRINTING KIOSK ALLOWS RETAILERS TO
OFFER CUSTOMERS PERSONALIZED OBJECTS
FUJIFILM

37. Reading The Customer
Opt-in services that allow customers to make their personal data available to
members of staff in exchange for the promise of tailored service, product
recommendations and optimization.
RETAIL ON DEMAND
FIT WITH A CLICK
“HELP ME CHOOSE THE PERFECT FIT”

38. WEBCAM ENABLED ALGORITHM ENSURES CUSTOMERS
FIND THE RIGHT FIT ONLINE
UPCLOAD

39. AUGMENTED REALITY APP TESTS POTENTIAL
FURNITURE IN CONSUMERS’ HOMES
SAYDUCK

41. Effective Integrated Marketing
Communications Campaigns have:
A unified, clear and consistent
message across all channels of
communication and customer
interaction