Discover the new realities of working in the post-digital era of consumer brand and retail marketing.
In Redefining Retail: 10 Guiding Principles for a Post-Digital World, renowned international marketers Prof. Philip Kotler and Dr. Giuseppe Stigliano deliver a timely and insightful examination of retail and consumer brand marketing. In the book, you’ll find practical and concrete techniques for redefining your organisation’s internal operations and processes, as well as its business strategy. You’ll rethink the entire value chain as you consider the growing importance of sustainability, diversity and inclusion, working policies, and more.
The authors describe ten critical principles that should guide the actions of your company, whether you work with a startup, an SME, or a large, established organization. They also discuss:
The main challenges retailers face in a world that’s been fundamentally transformed by the digital revolution. How to future-proof your marketing strategy, including 10 guiding principles for a new customer experience at retailers and consumer brands. The opportunities and threats of creating a seamless customer journey in the physical, digital, and virtual realms.
Perfect for managers, entrepreneurs, consultants, and investors in both the B2B and B2C sectors, Redefining Retail: 10 Guiding Principles for a Post-Digital World will also prove invaluable to students of management, marketing and business administration, as well as anyone with an interest in the evolution of commerce.
Introduction: Change Is the Only Constant xv Retail: A Different Perspective xvii Post- Digital: When Hype Meets Reality xxi How We Got to Retail 5.0 xxviii The Journey to Come xxxiv Part I the Post- Digital Era 1 1 Running Backwards 3 Speed of Change 8 Reflection Summary Questions 10 2 Purpose, People, Planet—Therefore Profit 11 The Economic Imperative 14 Reflection Summary Questions 18 3 The Direct- to- Consumer (D2C) Revolution: A Double- Edged Sword 21 An Opportunity for Incumbent Brands 27 The Benefits of the Hybrid Model 32 In Summary 34 Reflection Summary Questions 36 4 Experiential Benchmarks 37 The Ever- Higher Bar of Expectations 41 Un(Fair) Competition 42 A New Market Modus Operandi? 45 Reflection Summary Questions 47 5 Making People Want Things Isn’t Enough 49 Making Sense of Data 54 The Privacy–Trust Equation 56 Reflection Summary Questions 58 6 Omnichannel Is Dead. Long Live Optichannel. 61 From Multichannel to Omnichannel 65 From Omnichannel to Optichannel 72 Reflection Summary Questions 74 7 The Post- Digital Customer Journey 75 A Hybrid Journey 80 It’s All Real 83 Reflection Summary Questions 87 8 High Tech + High Touch 89 Behind the Scenes 95 Reflection Summary Questions 100 9 Shopping Malls Apocalypse? 101 Regional Differences 104 Mixed- Use Developments 107 Reflection Summary Questions 109 10 The Perfect Storm 111 Where Do We Go from Here? 116 Part II THE 10 BEs OF POST- DIGITAL RETAIL 119 11 Be Humbitious 125 Different Leaders for Different Corporate Cultures 130 Reflection Summary Questions 135 12 Be Purposeful 137 The Benefits of Being Purposeful 142 A Difficult Harmony 145 Toward a Common Standard 147 The Business Correlation 150 Public/Private Collaboration Required 156 Reflection Summary Questions 158 13 Be Ambidextrous 161 Overcoming the Obstacles 170 Reflection Summary Questions 174 14 Be Onlife 175 Facing the Most Common Threats 179 Embracing an Onlife Optichannel Strategy 187 Reflection Summary Questions 192 15 Be Personal 195 The Benefits 201 The Flip Side 204 Reflection Summary Questions 208 16 Be Human 211 Unity Is Strength 217 Reflection Summary Questions 224 17 Be a Destination 225 Redefining Brick- and- Mortar Stores 231 Common Traits 237 Reflection Summary Questions 240 18 Be Exponential 241 Different Types of Business Ecosystems 245 Unity Is Strength 253 Make, Buy, or Ally 257 Reflection Summary Questions 261 19 Be Invisible 263 Five Significant Benefits of Invisible Technologies 269 Or: Not So Fast 275 Reflection Summary Questions 277 20 Be Loyal 279 Stakeholders’ Loyalty 284 Decoding Customer Loyalty and Churn 287 Loyalty, Habit, and Communities 293 Reflection Summary Questions 298 Conclusion: Embracing the Post- Digital Retail 5.0 Journey 299 Notes 305 Acknowledgments 341 Index 345
PHILIP KOTLER, PHD, is Professor Emeritus of Marketing at the Kellogg School of Management where he held the S.C. Johnson & Son Professorship of International Marketing. The Wall Street Journal ranks him as one of the top six most influential business thinkers. GIUSEPPE STIGLIANO, PHD, is an entrepreneur and a manager with 20 years of international experience in marketing and communication services. He serves as Global CEO at Spring Studios and is an Adjunct Professor of Marketing at prestigious universities and business schools.
