Anyone with a credit card and an idea can build an ecommerce businesss using low-cost global suppliers, knocking down the barriers to entry that were once brands’ greatest assets.
In the second of three articles on the future of retail, Zenith USA’s head of innovation Tom Goodwin says marketers must get used to everything being a ‘shoppable layer’ of retail, placing their brand wherever sales can happen and shortening the path to purchase.
Retail is becoming a world of extremes. Brands either need to remove complexity and make the process as simple as possible, or add it in to create a “delightful” experience, says Tom Goodwin, executive vice-president and head of innovation at Zenith USA.
The retailer wants to build an “emotional connection” with customers through its new campaign and better leverage its relationship with Sainsbury’s to help grow its audience and change brand sentiment.
Latest figures from GfK show general pessimism about the UK’s economic future have extended to feelings around personal finances
Plus McDonald’s launches out-of-home campaign to lure Hungarian drivers and automakers partner with Alibaba to connect smart speakers in China.
The LA-based fashion brand, remembered for its upskirt shots and sexualised advertising, is taking it back to basics after an 18-month hiatus.
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