Future Proofing Your Marketing for the Shopper of Tomorrow

Future Proofing Your Marketing For The Shopper Of Tomorrow7.13.2017

© 2017 Merkle. All Rights Reserved. Confidential

© 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


The brave new world of retail: disruption, new business models, oh my!


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

© 2017 Merkle. All Rights Reserved. Confidential5© 2017 Merkle. All Rights Reserved. Confidential

WELCOME TO THE FUTURE OF RETAIL


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

http://www2.merkleinc.com/l/47252/2017-09-19/4x7xkb


Consumers taking on brand roles

PSFK & Cisco, Consumer 2020




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


http://www.trendhunter.com/id/336549?ak=ab968686a3fbf5e8a25e499cbcb16a8f

http://www.trendhunter.com/id/336549?ak=ab968686a3fbf5e8a25e499cbcb16a8f



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




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




The marketing rule-book for the “age of the customer”

1 2 3Make your advertising

moreaddressable

Make your experiences

morepersonal

Manage yourcustomer

relationshipsover time

Download the 2017 Marketing Imperatives at merklein.com

http://www2.merkleinc.com/l/47252/2017-09-14/4x3424


Make your advertising more addressable

Know your customer across multiple dimensions Non-traditional customer-centric approaches to segmentations




Wearable Technology

Sports Cars

DigitalWallet

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 motivationsRead the blogpost at merkleinc.com


© 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%

MillennialsNon-Millennials




Confident, healthyindividual

Social setting

Externally alignedheadline

Solo settingDriven, focusedindividual

Internally aligned headline




Manage your customer experiences over timeRead the blogpost at merkleinc.com



Loyalty is defined by relevant and meaningful interactionsRead the blogpost at merkleinc.com



The Future of Retail is yours for the taking!

1 2 3Make your advertising

moreaddressable

Make your experiences

morepersonal

Manage yourcustomer

relationshipsover time

Download the 2017 Marketing Imperatives at merklein.com

http://www2.merkleinc.com/l/47252/2017-09-14/4x3424

Future Proofing Your Marketing for the Shopper of Tomorrow

Retail

Transcript of Future Proofing Your Marketing for the Shopper of Tomorrow