It seems like the retail "apocalypse" is upon us with hundreds of brick and mortar retailers filing Chapter 11 and a slew of legendary department chains closing locations across the country. It's not that retail is dead, it's our traditional -- perhaps -- dated definition of retail that is disappearing and being replaced by something entirely new, requiring a whole new rulebook for retail marketers. This presentation will walk you through how to compete and future proof your marketing efforts through Merkle's new Retail Playbook and 2017 Marketing Imperatives.

1. Future Proofing Your Marketing For
The Shopper Of Tomorrow
7.13.2017
© 2017 Merkle. All Rights Reserved. Confidential

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Does retail even have a future?
The Retail Apocalypse
is coming
- Business Insider May 14th, 2017
Bankrupt Payless may double
its planned store closures
-Retail Dive
These 21 Retailers Are Closing
3,591 Stores – Who Is Next?
- Forbes March 2017
Office Depot closing
300 more stores
- Fortune
Abercrombie and Fitch:
Here Today, Gone Tomorrow
- Barron’s May 2017
Bear of the day:
Urban Outfitters
- Fortune

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The brave new world of retail: disruption, new business models, oh my!

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1950’s 1995+ 2013+
Age of BRAND Age of CHANNEL Age of CUSTOMER
Direct-to-consumer business model One-to-one marketingCreation of national brands
INTERNET & ECOMMERCE
ADDRESSABILITY AT SCALE
NATIONAL MEDIA & MASS MARKETING
Driven by the age of the customer

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WELCOME TO THE FUTURE OF RETAIL

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The Expectation Economy reaches new heights
The word is convenience – the word is anywhere, anytime,
however the consumer wants it.” Colgate-Palmolive
Read the blogpost at merkleinc.com

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Consumers taking on brand roles
PSFK & Cisco, Consumer 2020
Read the blogpost at merkleinc.com

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A Unified Digitally Enhanced Retail Experience
A ”PHYSICAL” FOOTPRINT FOR
PURE PLAY DIGITAL
MANUFACTURER-BRANDED
RETAIL EXPERIENCES THE RISE OF THE ”POP-UP”
CLICK & COLLECT
The end of physical vs. online - Enter “The Digital Store”
“We really thought there was a
huge opportunity for our
customer as well as for growth
to be able to go into this brick-
and-mortar segment of the
business. This is kind of a
perfect time to go into retail
when there’s all these sort of
other changes happening in
the opposite direction.”
CEO, Threadup
Read the blogpost at merkleinc.com

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Rewriting the rules of shopping around real individual behavior and
preferences
“As most apparel brands, high and low, could
tell you, the transformation of their
customer base from people acting out of
allegiance to an inherited group ethos to
people acting as individuals motivated by
personal desire began taking place
almost a decade ago.
Consumers of clothing began to make choices
dictated not by what was expected of them or
what had been prescribed for them from head to
toe by a brand whose value system they
inherited, but by whatever fit them best —
whatever felt most tailored to them
individually — at that moment.
The New York Times
Read the blogpost at merkleinc.com

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THE NEW RETAIL MARKETER
“The winning retailers will spend more time looking at the windshield and less
time looking at the rearview mirror.” Dunkin Brands
Read the blogpost at merkleinc.com

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The marketing rule-book for
the “age of the customer”
1 2 3
Make your
advertising
more
addressable
Make your
experiences
more
personal
Manage your
customer
relationships
over time
Download the 2017 Marketing Imperatives at merklein.com

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Make your advertising more addressable
Know your customer across multiple dimensions Non-traditional customer-centric approaches to segmentations
Read the blogpost at merkleinc.com

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Wearable
Technology
Sports
Cars
Digital
Wallet
Mortgage Auto
Insurance
Social
Recognition
A personal value focused on the shaping others’ perception
of oneself. This could involve gaining social status,
appearing responsible, belonging to a group, recognition of
achievement, or even avoiding negative perception.
Make your experiences more personal by understanding motivations
Read the blogpost at merkleinc.com

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When an audience is shown an ad that
resonates with their decision chain & bridges the personal relevance gap, it is
more likely to lead to purchase intent.
Millennials were 15% more persuaded by ads that active a
social motivation compared to non millennials
+15%
Millennials
Non-
Millennials
Read the blogpost at merkleinc.com

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Confident, healthy
individual
Social setting
Externally aligned
headline
Solo setting
Driven, focused
individual
Internally aligned
headline
Read the blogpost at merkleinc.com

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Manage your customer experiences over time
Read the blogpost at merkleinc.com

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Loyalty is defined by relevant and meaningful interactions
Read the blogpost at merkleinc.com

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The Future of Retail is yours for
the taking!
1 2 3
Make your
advertising
more
addressable
Make your
experiences
more
personal
Manage your
customer
relationships
over time
Download the 2017 Marketing Imperatives at merklein.com