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Future Proofing Your Marketing for the Shopper of Tomorrow

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Future Proofing Your Marketing for the Shopper of Tomorrow

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It seems like the retail "apocalypse" is upon us with hundreds of brick and mortar retailers filing Chapter 11 and a slew of legendary department chains closing locations across the country. It's not that retail is dead, it's our traditional -- perhaps -- dated definition of retail that is disappearing and being replaced by something entirely new, requiring a whole new rulebook for retail marketers. This presentation will walk you through how to compete and future proof your marketing efforts through Merkle's new Retail Playbook and 2017 Marketing Imperatives.

It seems like the retail "apocalypse" is upon us with hundreds of brick and mortar retailers filing Chapter 11 and a slew of legendary department chains closing locations across the country. It's not that retail is dead, it's our traditional -- perhaps -- dated definition of retail that is disappearing and being replaced by something entirely new, requiring a whole new rulebook for retail marketers. This presentation will walk you through how to compete and future proof your marketing efforts through Merkle's new Retail Playbook and 2017 Marketing Imperatives.

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Future Proofing Your Marketing for the Shopper of Tomorrow

  1. 1. Future Proofing Your Marketing For The Shopper Of Tomorrow 7.13.2017 © 2017 Merkle. All Rights Reserved. Confidential
  2. 2. © 2017 Merkle. All Rights Reserved. Confidential2 Does retail even have a future? The Retail Apocalypse is coming - Business Insider May 14th, 2017 Bankrupt Payless may double its planned store closures -Retail Dive These 21 Retailers Are Closing 3,591 Stores – Who Is Next? - Forbes March 2017 Office Depot closing 300 more stores - Fortune Abercrombie and Fitch: Here Today, Gone Tomorrow - Barron’s May 2017 Bear of the day: Urban Outfitters - Fortune
  3. 3. © 2017 Merkle. All Rights Reserved. Confidential3 The brave new world of retail: disruption, new business models, oh my!
  4. 4. © 2017 Merkle. All Rights Reserved. Confidential4 1950’s 1995+ 2013+ Age of BRAND Age of CHANNEL Age of CUSTOMER Direct-to-consumer business model One-to-one marketingCreation of national brands INTERNET & ECOMMERCE ADDRESSABILITY AT SCALE NATIONAL MEDIA & MASS MARKETING Driven by the age of the customer
  5. 5. © 2017 Merkle. All Rights Reserved. Confidential5© 2017 Merkle. All Rights Reserved. Confidential WELCOME TO THE FUTURE OF RETAIL
  6. 6. © 2017 Merkle. All Rights Reserved. Confidential6 The Expectation Economy reaches new heights The word is convenience – the word is anywhere, anytime, however the consumer wants it.” Colgate-Palmolive Read the blogpost at merkleinc.com
  7. 7. © 2017 Merkle. All Rights Reserved. Confidential7 Consumers taking on brand roles PSFK & Cisco, Consumer 2020 Read the blogpost at merkleinc.com
  8. 8. © 2017 Merkle. All Rights Reserved. Confidential8 A Unified Digitally Enhanced Retail Experience A ”PHYSICAL” FOOTPRINT FOR PURE PLAY DIGITAL MANUFACTURER-BRANDED RETAIL EXPERIENCES THE RISE OF THE ”POP-UP” CLICK & COLLECT The end of physical vs. online - Enter “The Digital Store” “We really thought there was a huge opportunity for our customer as well as for growth to be able to go into this brick- and-mortar segment of the business. This is kind of a perfect time to go into retail when there’s all these sort of other changes happening in the opposite direction.” CEO, Threadup Read the blogpost at merkleinc.com
  9. 9. © 2017 Merkle. All Rights Reserved. Confidential9 Rewriting the rules of shopping around real individual behavior and preferences “As most apparel brands, high and low, could tell you, the transformation of their customer base from people acting out of allegiance to an inherited group ethos to people acting as individuals motivated by personal desire began taking place almost a decade ago. Consumers of clothing began to make choices dictated not by what was expected of them or what had been prescribed for them from head to toe by a brand whose value system they inherited, but by whatever fit them best — whatever felt most tailored to them individually — at that moment. The New York Times Read the blogpost at merkleinc.com
  10. 10. © 2017 Merkle. All Rights Reserved. Confidential10© 2017 Merkle. All Rights Reserved. Confidential THE NEW RETAIL MARKETER “The winning retailers will spend more time looking at the windshield and less time looking at the rearview mirror.” Dunkin Brands Read the blogpost at merkleinc.com
  11. 11. © 2017 Merkle. All Rights Reserved. Confidential11© 2017 Merkle. All Rights Reserved. Confidential The marketing rule-book for the “age of the customer” 1 2 3 Make your advertising more addressable Make your experiences more personal Manage your customer relationships over time Download the 2017 Marketing Imperatives at merklein.com
  12. 12. © 2017 Merkle. All Rights Reserved. Confidential12 Make your advertising more addressable Know your customer across multiple dimensions Non-traditional customer-centric approaches to segmentations Read the blogpost at merkleinc.com
  13. 13. © 2017 Merkle. All Rights Reserved. Confidential13 Wearable Technology Sports Cars Digital Wallet Mortgage Auto Insurance Social Recognition A personal value focused on the shaping others’ perception of oneself. This could involve gaining social status, appearing responsible, belonging to a group, recognition of achievement, or even avoiding negative perception. Make your experiences more personal by understanding motivations Read the blogpost at merkleinc.com
  14. 14. © 2017 Merkle. All Rights Reserved. Confidential14© 2017 Merkle. All Rights Reserved. Confidential 1 2 When an audience is shown an ad that resonates with their decision chain & bridges the personal relevance gap, it is more likely to lead to purchase intent. Millennials were 15% more persuaded by ads that active a social motivation compared to non millennials +15% Millennials Non- Millennials Read the blogpost at merkleinc.com
  15. 15. © 2017 Merkle. All Rights Reserved. Confidential15© 2017 Merkle. All Rights Reserved. Confidential Confident, healthy individual Social setting Externally aligned headline Solo setting Driven, focused individual Internally aligned headline Read the blogpost at merkleinc.com
  16. 16. © 2017 Merkle. All Rights Reserved. Confidential16 Manage your customer experiences over time Read the blogpost at merkleinc.com
  17. 17. © 2017 Merkle. All Rights Reserved. Confidential17 Loyalty is defined by relevant and meaningful interactions Read the blogpost at merkleinc.com
  18. 18. © 2017 Merkle. All Rights Reserved. Confidential18© 2017 Merkle. All Rights Reserved. Confidential The Future of Retail is yours for the taking! 1 2 3 Make your advertising more addressable Make your experiences more personal Manage your customer relationships over time Download the 2017 Marketing Imperatives at merklein.com

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    2. Explain elements in the ad and how we thought through it.

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