How Technology is Brining Retail Back to its Personal Roots

“Is it going to look good in a selfie?” The answer to this question can make or break a brand. With good reason, too: the way a product is going to be discovered, shared, talked about and bought is today more important than the product itself. Modern brands figured out that, as long as they have a Good Enough product, distribution is the most important part of their brand-building strategy. They win by offering a killer end-to-end experience that customers repeatedly want and that they keep telling others about. Distribution in the age of the internet doesn’t mean just a sales channel. It means every experience that will help the product spread. It can be packaging worth Instagramming, a tight community of die-hard fans, dialogue-inspiring content, a strong feedback loop or a beautifully photographable store. Our purchases today are not only digitally influenced, they are thoroughly transformed by each individual retail touchpoint. To differentiate in a market created by ever-increasing number of retail touchpoints, brands need to create a personal and deep-rooted bond around their audience’s passion points.

This talk took place at Columbia University’s “Organizing Innovation” class on October 11th, 2018

Strategy Executive. Author of “The Business of Aspiration.” Doctor of Sociology. Forbes’ one of The World’s Most Influential CMOs.

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