GLOBAL RETAIL TRENDS: PART I

Posted on Dec 01, 2009 - 04:20 PM

Shopaholic attended the recent annual AMI Conference and sat in on a fascinating presentation from John Batistich, General Manager Marketing, Westfield Group.

Based on a recent Westfield Study Tour, Batistich outlines ten changes in global retail trends.In this post we look at two of these: 

1. Technology
2. Shift to advocacy

Technology

Technology has changed the nature of retail touchpoints. In the last month, Shopaholic has purchased music over iTunes, applications and games through the iPhone app store, and SingStar game tracks through a Playstation 3 console, via the online Playstation Network.

Such innovations have disrupted and redefined how we buy and consume. The computer and mobile phone in particular have joined the in-store environment as very accessible points of purchase. Brands need to ensure consistent alignment of marketing communications across all purchasing environments.

Batistich labels digital screens ‘the new in-store / in-centre medium’. Accordingly, an Arbitron report released earlier this year found that 67 percent of American adults had not only been in the presence of, but recalled seeing a digital out-of-home screen in the past month.

Digital screens offer great scope to engage with consumers through incorporation of touch screens, WiFi and Bluetooth. With the cut-through and flexibility offered by dynamic content, digital screens are sure to continue to deliver results in the retail environment.

Shift to advocacy 

Batistich speaks of a technology-enabled shift from marketing models of tell/sell to involvement/participation. Consumers are sharing, advising, guiding and creating within social communities – see Brian Solis’ Conversation Flower below. 

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