If you haven’t seen this yet, here is a little slice of JWT’s list of Retail – Things to Watch in 2013, brought to us by their JWTIntelligence center. You can find more on insights from JWT and JWTIntelligence at www.jwt.com, @JWT_Worldwide, www.jwtintelligence.com and @JWTIntelligence.
Ambushed by Amazon
The e-commerce giant started out as a threat to booksellers, but it’s fast becoming Enemy No. 1 to retailers of all stripes…Amazon will prove an “extremely disruptive force,” as Kantar Retail’s Bryan Gildenberg puts it, with the rise of “showrooming.”
As the peer-powered marketplace continues to heat up, look for established brands to strike partnerships with fledgling peer-to-peer services…Both Gap and Pepsi Next recently held promotions with TaskRabbit, which helps users outsource tasks.
Already gaining popularity in parts of Europe, “click and collect” melds digital and physical commerce by letting customers order online, then pick up the goods (frequently groceries) at a store nearby…A few U.S. retailers are testing the waters, including Ahold’s Peapod.
As the pace of life speeds up and more people work nontraditional hours… Consumers want to continue with their lives 24/7, whether it’s eating, shopping, exercising, working, etc., and businesses will be expected to cater to those expectations.
Cutting out the Middleman
The success of vertically integrated e-commerce players…will spur a host of new niche brands that cut out middlemen and sell quality products online at below-market rates.
Dads in the Aisles
With women just as tied up with careers as men, and the ranks of stay-at-home dads multiplying, more marketers will lose their singular focus on moms…we’ll see market research taking the male perspective into account, goods retooled for male appeal and messaging that acknowledges the man’s changing role.
JWT also discusses the importance of Geofencing, Individual Attention, Online Groceries, Retailers Enable Recycling, Self-Service, Shopping Hotels, Tablet Shopping, Variable Pricing and Window Shopping.