By Doug Stephens
Traditional retail is turning into more and more unstable and challenged as a enterprise version. Brick-and-mortar has shifted to on-line, whereas on-line is transferring into pop-up storefronts. digital shops in subway structures and airports are providing new degrees of comfort for harried commuters. excessive road and major highway have gotten the stuff of nostalgia. the massive field is wasting flooring to new versions that allure shoppers via their most-trusted assistant—the phone. What’s subsequent? What’s the long run for you—a retailer—who is witnessing a tsunami of swap and never realizing if this implies greedy ahold of latest chance or being swept away?
The Retail Revival solutions those questions by way of taking a look into the not-so-distant retail previous and by way of taking a look ahead right into a destiny that may proceed to redefine retail and its huge, immense impact on society and our economies. immense demographic and monetary shifts, in addition to old degrees of technological and media disruption, are turning this as soon as predictable industry—where “average” was once king—into a sea of turbulent switch, leaving buyer habit completely altered. Doug Stephens, the world over well known buyer futurist, examines the most important seismic shifts available in the market that experience even businesses like Walmart and Procter & Gamble scrambling to manage, and explores the present and destiny tendencies that may thoroughly switch the way in which we shop.
The Retail Revival offers no-nonsense readability at the realities of a totally new retail industry— realities which are riding many executives to depression. however the destiny needn't be darkish. Stephens deals desire and suggestions for any companies desirous to capitalize on those historical shifts and thrive.
Entertaining and thought-provoking, The Retail Revival is smart of a courageous new period of shopper habit within which every little thing we thought we knew approximately retail is being thoroughly reimagined.
Praise for The Retail Revival
“It doesn’t topic what kind of retail you do—if you promote anything, someplace, you want to learn Doug Stephens’ The Retail Revival. full of robust insights at the altering retail atmosphere and what solid outlets might be pondering now, The Retail Revival is straightforward to learn, well-organized and offers crucial meals for thought.”
— Gregg Saretsky, President and CEO, WestJet
“This booklet captures in sharp element the deep and extraordinary alterations using new customer behaviors and values. extra importantly, it deals transparent counsel to manufacturers and shops trying to adapt and evolve to fulfill fullyyt new industry imperatives for success.”
—John Gerzema, writer of Spend Shift and The Athena Doctrine
“The Retail Revival is a severe learn for all advertising pros who're attempting to determine what’s subsequent in retail… Doug Stephens does an exceptional task of explaining why retail has advanced how it has, and the ebook serves as a massive, relied on advisor to the place it’s headed subsequent. ”
—Joe Lampertius SVP, client advertising, Momentum around the globe and proprietor, los angeles Spezia taste Market
“Doug Stephens has confirmed his correct to the moniker ‘Retail Prophet.’ With cautious research and plentiful examples, the writer makes a compelling case for shops to conform, swap and therefore revive their reference to shoppers. Stephens offers actionable concepts with optimism and enthusiasm—just the spoonful of sugar we have to face the required alterations ahead.”
—Kit Yarrow, Ph.D., client Psychologist; Professor, Golden Gate collage; Co-Author, Gen purchase: How Tweens, children and Twenty-Somethings are Revolutionizing Retail
“Doug Stephens doesn’t simply inform you why retail is within the doldrums, he tells you why retail is an enormous signpost for the bigger problems of our tradition and gives a compelling, inspiring imaginative and prescient for a way forward for retail—and company, and society.”
—Eric Garland, writer of Future Inc.: How companies Can count on and cash in on What’s Next
Read or Download The Retail Revival: Reimagining Business for the New Age of Consumerism PDF
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Extra info for The Retail Revival: Reimagining Business for the New Age of Consumerism
Indd eighty five 23/01/13 3:56 AM 86 The Retail Revival principles of producing know-how, curiosity, wish and motion have truly replaced perpetually. knowledge can not be simply, inexpensively and largely amassed. in reality, attaining an identical eighty percentage of primetime audience (which as soon as took an insignificant 3 ads) could now require 117 primetime advert spots. That’s assuming you don’t get time-shifted, DVR’d or TiVo’d. I don’t comprehend of a unmarried model that may have the funds for a media spend of that value. furthermore, with the typical customer being uncovered to upwards of 3,000 advertising messages in step with day, new instruments are allowing them to sift, variety and choose recommendations which are appropriate to their wishes. shoppers now not want outlets to inform them what they need to wish. And, most significantly, in a global of limitless selection, whether they do see the advert, who is familiar with if they’ll truly provide it a moment idea. curiosity in items can now not be ignited with meaningless product attributes, exaggerated claims or maybe gratuitous famous person endorsements. shoppers have the facility to validate or eviscerate any producer info or declare with quite a few clicks. the place the shopper of the Sixties lived, by way of today’s criteria, in a depressing vacuum, today’s customer can usually own additional information a couple of product than the folks who really make it. consumers are more and more hooked up to what’s taking place and to each other, depending extra at the suggestion of strangers than claims of advertisers. wish isn't anything that may be fabricated just by prime clients to think they’re the one ones lacking out! The shopper’s complete community of pals and co-workers is at their fingertips. in the event that they need to know what their acquaintances like, they could ask them—all of them—instantly! and as the aim of the recent customer isn't to be “average”—not to be like their pals yet to be different—the attractiveness pitch that labored so good within the Sixties and Nineteen Seventies is a lifeless finish. shoppers don’t wish what every person else has; fairly, they wish what their pals don’t even recognize exists! 3GC04. indd 86 23/01/13 3:56 AM The damaged Funnel 87 motion, within the type of revenues, can now not suggest systematically using shoppers to retail shops. There’s just one position that the majority shoppers cross first, and it’s referred to as Google. If you’re fortunate sufficient to win the Google web page directory conflict and truly get a shopper into your brick-and-mortar shop, simply watch that they don’t turn out deciding to buy from a competitor whereas they’re there, utilizing the pc they introduced of their pocket. more and more, there isn't any outlined and predictable route to buy. No cognitive checkpoint that manufacturers and shops can patrol. nobody channel of media huge sufficient to carpetbomb a complete marketplace. And, most significantly, no quantities of promoting spend nice sufficient to alter any of this. the tip If it sounds as if I’ve painted an image of a terrible destiny for manufacturers and shops, i will guarantee you that, for plenty of, it will likely be the truth. a few easily won’t make the transition.
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