Introduction to Retail Relevancy
“The entire shopping process will change in ways that no one will be able to predict. From branding and marketing to customer service and beyond, the purchase funnel itself will be forever altered.
This is the question that cuts to the heart of every retail brand’s relationship with its consumers going forward. And it’s not just about stores vs. eCommerce. The entire shopping process will change in ways that no one will be able to predict. From branding and marketing to customer service and beyond, the purchase funnel itself will be forever altered. The battle for relevancy in the consumer’s mind will become intense as retailers, brands and third-party players battle for orders.
No doubt about it, shopping behavior is changing from a world where consumers go to stores to get products, to one where products come to consumers. In fact, many things are changing along with our shopping habits, which is why my business partner, John Andrews (a total retail geek) and I (a total relationship geek) are writing a new book: Retail Relevancy.
Our goal in writing this book is to explore how brands and retailers can successfully navigate the shift in shopper behaviour that is happening right now. Granted, physical stores aren’t going away tomorrow. However, the fundamental role of a retailer is morphing from physical location to a service that fits the product needs of a consumer whenever and wherever he/she chooses. These new technologies are creating a real challenge for today’s retailers.
This isn’t science fiction, folks – it’s happening right now. It’s exciting, it’s thrilling, and it’s scary as hell! But stay calm… When Retail Relevancy is published you’ll know the secrets to staying ahead of the curve and creating brand value in the post-physical retail environment that’s just around the corner. Stay tuned!
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
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.