Total retail: Keep the retail offer relevant

This article establishes why retailers and brands need relevance, given that advances in technology and changes in shopping habits have raised consumer expectations.

Total retail: Keep the retail offer relevant

Stephen Taylor and Simon HathawaySamsung Electronics Europe and Cheil

Admap: Total Retail

This article is from the July/August 2014 issue of Admap, which focuses on 'total retail' marketing strategies.

For brands to win in Total Retail, they must deliver to new consumer expectations and consumers expect retail to be everywhere, instant and personal.

Super Bowl Sunday is probably the most hyped day in the advertising world: a day when we expect the world's biggest brands to entertain us during the world's most expensive ad break.

This year it was a...

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