This document discusses three key trends in retail: woke marketing strategies, the delivery economy, and retail-as-a-service. It finds that consumer progression on social issues correlates with higher incomes and business growth. Brands like Nike and Patagonia saw sales increases by taking political stances. It also discusses how the experience economy relies on efficient delivery and how retailers are monetizing their existing assets through platforms and partnerships. Growth comes from leveraging assets rather than just opening new stores.

1. XX
PIPPA
Pippa Kulmar
Co-Director
RetailOasis
Nike Fifth Avenue - House of Innovatio
Proudly
sponsored by
BigBreakfast

2. XX
3 KEY TRENDS
Wokeasa
strategy
Delivery
economy
Retail-as-
a-service

3. WE ARE ONLY BECOMING MORE PROGRESSIVE
If we don't act now we'll never
control our environmental
problems
same sex couples
should be allowed to
adopt
Have a university
degree or diploma
Aboriginal culture is an
important part of our
culture
77%
82%
61%
67%
41%
45%
43%
46%
2014
2017
Source: Roy Morgan, 2019

4. AKA GETTING ‘WOKE’
Aware, knowledgeable with a willingness to critique any systems of oppression - Jaded by marketing’s self-
interest - they are often better marketers than the brands that try to advertise to them.

5. PROGRESSION IS INDICATIVE OF INCOME
If we don't act now we'll never
control our environmental
problems
same sex couples
should be allowed to
adopt
Have a university
degree or diploma
Aboriginal culture is an
important part of our
culture
$114K
(+8K)
$107K
(+1K)
$127K
(+21K) (+1K)
HH
income $107K
Diff to
average
Source: Roy Morgan, 2019

6. 6
“the chance that you’re urban and have a high income
will correlate to the fact you hold a liberal preference (and
progressive attitudes that go with that)”.
ScottGalloway

7. Nike + Kaepernick
• adding $6B to their
market value
• $163M in media value
• 31% increase in sales

8. Patagonia ‘Don’t Buy
This Jacket;
• +30% yoy sales

9. TITLE
subtitle
!9
Everlane

10. subtitle
!10
Reformation

11. XX
3 KEY TRENDS
Wokeasa
strategy
Delivery
economy
Retail-as-
a-service
consumer
progression
= biz growth

12. !12
theexperienceeconomy thedeliveryeconomy
replacement purchases + commodity items
delivery + logistics
how do I get it to you faster?
new products and exclusive services
marketing + stores
how do I get you to spend time with me?
metric: volume
metric: acquisition
EXPERIENCE ONLY WORKS BECAUSE OF DELIVERY

13. TITLE
subtitle
!13
Nike House of Innovation

14. TITLE
subtitle
!14

15. TITLE
subtitle
!15

16. TITLE
subtitle
!16
Nike NYC

18. TITLE
subtitle
!18
Nike NYC

19. TITLE
subtitle
!19
Nordstrom Mens, NYC

20. TITLE
subtitle
!20

21. XX
3 KEY TRENDS
Wokeasa
strategy
Delivery
economy
Retail-as-
a-service
consumer
progression
= biz growth
can’t have
experience
without delivery

22. WAS IS
GLOBALISATION (COPY) INNOVATION (CREATING)
LOW GROWTH
SHAREHOLDER RETURN
HIGH GROWTH
‘FUTURE EARNINGS’
RETAILER INCUMBANT PLATFORMS
SILO’ED DEPARTMENTS ANTI-FRAGILE
THE FUTURE OF RETAIL IS B2B PLATFORMS

23. A SHIFT IN WHERE TO FIND GROWTH
WherecanIopenmorestoresor
expandintomorecategories?
WhatassetsdoIhavethatI
cansweat?
FROM TO
ie. adjacent categories ie. host others websites (AWS)

24. Walgreens stock a limited amount of Kroger Product
+ have Click and Collect at their Pharmacies
Walgreens - monetising their store network

25. Ocado helping Kroger with their
logistics, warehouse and online
disruption across the US
Ocado - monetising supply chain expertise

26. Kroger are selling their private label to China
through Alibaba; rumours are Alibaba will help
embed their Hema technology into Kroger Stores
Kroger - growing Private Label; Alibaba - Sweating
their Tech investment

27. XX
3 KEY TRENDS
Wokeasa
strategy
Delivery
economy
Retail-as-
a-service
consumer
progression
= biz growth
can’t have
experience
without delivery
growth by
monetising your
assets

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NRF Big Show + Retail Study Tour: January 2020