Introduction to Retail Relevancy
Shopping behavior is changing from a world where consumers go to stores to get products to one where products come to consumers. Stores aren’t going away tomorrow, but the fundamental role of a retailer is going to change overtime to a physical location to a service that fits the product needs of a consumer whenever and wherever she chooses. What’s more, much of a future consumer’s product needs with be anticipated and automated, moving towards a friction-free experience. The challenge for retailers and brands alike will be remaining relevant in a consumer’s mind. The combination of the decline of the storeshelf coupled with the end of push advertising effectiveness will eliminate some brands and retailers while others will thrive like never before.
Retail Relevancy is an upcoming book by John Andrews and Ted Rubin that explores how brands and retailers can thrive in the future by being relevant in consumers minds, an objective which has always been the core of branding and is now more important than ever.
John Andrews
CEO Photofy, Co-Founder Prevailing Path
Progressive career of emerging shopper marketing technology.
Creator of Walmart Elevenmoms, Founder of Collective Bias.
Brand marketing + retail marketing
Early ‘people as media’ platform builder
Social shopper marketing category creator
Ted Rubin
Advisory Board Member and CMO Photofy, Co-Founder at Prevailing Path, and Acting CMO Brand Innovators
Leading Social Marketing Strategist, Keynote Speaker, Brand Evangelist, MC/Host Brand Innovators Summits. In March 2009 started using and evangelizing the term ROR, Return on Relationship, hashtag #RonR.
Books: Return on Relationship, January 2013,
How To Look People in the Eye Digitally, January 2015.