The future of retail marketing

The retail environment has changed radically in recent years: customers have become increasingly complex, the nature of retail competition is changing and, consequently, the retail offer needs to be less about having adequate products at reasonable prices and more about offering a holistic package of choice, quality, convenience, price and service.

The future of retail marketing

The retail environment has changed radically in recent years but what of the future? New emerging technologies will be key, says McKinsey & Company's Orna Ni-Chionna, and the smart retail marketer will be thinking about it now

Orna Ni-Chionna
RETAIL MARKETING HAS changed radically over the past 15 years. In the early 1980s, it was a relatively fragmented and unsophisticated business where 'retail flair' appeared to be the key to success. Now it is an industry in which flair remains important, but is no longer sufficient. Effective retailing demands a high level of skill in...

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