Recapping 2012 & Flying Forward Into 2013
2012 was a year in which a lot happened, some things good and some things bad, but none of it was all too quiet. It was a year that impacted many of us in significant ways, from tragedy to triumph, all on a large scale, and the retail industry was right along for the ride with us, celebrating highs and suffering lows.
So, what exactly changed in 2012 for retail? We’ve recapped the year in a few ways already–from figuring out the buzz words to crunching the numbers–but we haven’t yet seen much of the bigger picture, the sweeping trends that altered retail’s future, even marginally, the past year. So, what changed in 2012? What is still changing? And, finally, what can we reasonably expect for 2013? AtPOPAI’s 2013 Marketsmart last week, Jason Dubroy of DDB Canada wrapped up our day of fun and sun in Miami by finding a few answers to those big questions:
It all ends in-store. This past year, Unilever Canada moved almost all of its marketing spending for its Knorr products–about $5 million annually–to in-store initiatives. ”POP can never be an afterthought,” said Jason Dubroy, DDB Canada, right at the beginning of his presentation. And he made his point–even though we are constantly discussing ways of cornering the digital market, it all comes back to in-store, which in some cases does include a foray into digital. The reason? Because that’s where shoppers are making their final decisions. “Retailers are now realizing planned display is not the only way to plan incremental volume, but it’s still the best way–for now.”
In-store is BIG, but multichannel is still the real deal. This one we know, oh man do we know it. If you’re unaware of the big changes in retail concerning the idea of multichannel, then you must have been living under a rock in 2012. Flights, hotels, books, music, movies/tv, clothes, software, games, & electronics–what do they have in common? They’re all predominantly bought online. Multichannel retail is the real deal–if you need more proof, Macy’s just named the first-ever Chief Omnichannel Executive, Robert Harrison…the first of many more to come.
The Why of Buy. Jason summed it up in a sentence: “How we buy stuff will continue to change, every minute.” The why behind the buy can be broken down into a tried-and-true formula–societal changes affect and alter us, and therefore, our shopping habits and behavior. A good example of that in 2012 (and beginning in late 2008 and 2009 after our economic downturn) was the entrenchment of a two-shopper world: the “discount” shopper and, well, everybody else.
It’s time to move forward. ”Functional POP is designed not just to facilitate a purchase…but become part of it. In short: POP must respond, and adapt, for the changing shopper moving forward,” said Jason. What does all of this mean? Frankly, it means adaptation. For the most part, retailers have not kept up with these resulting changes in behavior–from those brought on by societal influencers, to the introduction of multichannel, to shoppers demanding more of in-store. That change is required if we’re like to succeed, and that means designing offerings based on how shoppers are now absorbing information, from digital to in-store to everything else under the sun that influences them. “If we can get creative and not just sell stuff but create an experience that resonates, then we’ve got the holy grail.”
Download Jason’s full presentation by clicking the link below, or by searching for it in POPAI’s Research Library. In the meantime, if you’re still feeling shaky about your shopper marketing knowledge moving forward into 2013, then I’ve got good news for you–you’ve got a great head start. As we learned from Jason’s presentation, when it comes to being savvy in the retail marketplace, it’s all about awareness of how things are constantly changing. In short, you need to keep pace with the shopper’s pulse. One way to do that? Register for POPAI’s upcoming new breakfast series, Pulse of the Shopper Nation. It’s a quick and dirty educational format that’ll keep you in touch with today’s shopper–visit www.popai.com/pulse for more info. Meanwhile, for more insights from DDB Canada’s Jason Dubroy, find his presentation, as mentioned, below:
Shopper Marketing Trends: 2012 Look Back – 2013 Look Forward
Jason Dubroy, DDB Canada
POPAI’s Marketsmart 2013