Three stand-out points for me related to the following:
Store space as brand place:
'For the first time in history, retailers are
being forced to see themselves as brands"
Retail as anywhere a transaction happens
Mobile shopping effectively
flips the priority from the box to the screen.
Retailers have no choice but to focus and
concentrate their brand power in order to
create experiential moments of delight and
emotion at these wireless touchpoints.
However, in the short-term, most retailers
still lack an understanding of the qualities
of their brand and how it translates in the
shopper’s mind. Acting like a brand demands
clarity of voice, diff erentiation, innovation
and value-add like never before. Virtual
and physical brand spaces both need to
become rich, personal and meaningful
Changing the way we shop
Consumers aged 16–34 are most likely to use technology, including
smartphone apps and e-commerce sites. Smart retailers are testing iPad apps, text
alerts, mobile sites and social networking to become more involved with multichannel shoppers. The more closely engaged the shopper, the more loyalty and frequency can be expected. Over the next five years, companies will gain even deeper insights into behaviors around mobile shopping so that they can create multichannel strategies, shelf principles and store designs that are in sync with the mindset of tomorrow.
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