CART Weekly Report 2/21/19
CART, Advancing Retail
Gary’s Take: Customer Lifetime Value is the way retailers can measure the effectiveness of their efforts to acquire, grow, and retain customers. Daniel is speaking at the CART Event, Sunday, Feb. 24 at 1pm, kicking off the NGA Show, where I'm releasing my new book, Retail in the Age of 'i'. CLV is one of the tools retailers can use to keep score as retailers embark into the future. Hope to see you in San Diego!
Gary’s Take: It's easy to understand retailers chasing after incremental revenue streams such as that offered by digital ad spending from CPG brand manufacturers. But, in an age of personalization, every customer engagement - especially digital engagement - needs to be contextually relevant to to the individual customer. Every interaction can impact, positively or negatively, the lifetime value of that customer. Getting ads on my mobile for brands that are only mildly relevant, or worse, completely irrelevant to me, are not going to help maintain my loyalty. Retailers have a long history of chasing CPG marketing funds instead of focusing on their customers. Let's hope this is not another repeat.
Gary’s Take: The importance of mobile to the retail industry continues to grow as already a third of consumers have used mobile AR, app download and use continues to explode, and 5G connectivity is poised to radically transform and disrupt areas as yet unimagined by retailers and retail marketers. Retailers too often look at having a mobile app as just another item to check off on their to-do list, giving short shrift to the importance of user experience and capability. Mobile is the nexus of the physical and digital worlds of retail converging, opening the door to new customer services and experiences.
Retail in the Age of ‘I’ - A New World View for the Retail Industry | by Gary Hawkins now available on Amazon
Gary’s Take: Retail needs a way to bring order to the chaos of innovation as it disrupts nearly every activity across the supply chain, a beacon to fix upon and navigate through the growing storm. That beacon is the customer. And not just ‘the customer’ generically, but each individual customer you have shopping with you. As we proceed along the ever-rising growth curve of technology, five-year business plans become less and less reliable as we increasingly don’t know what what’s coming next. But there remains one constant in retail: The customer. Learn more about Retail in the Age of 'i' in my new book and by coming to the CART Event at the NGA Show 2019 this Sunday, Feb. 24, in San Diego. Everyone attending will receive a free digital copy of the book! Look forward to seeing you there!
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CART is Advancing Retail by connecting the industry to innovation. Retailers, wholesalers and brands utilize CART to find, research and connect with solutions appropriate for their businesses. Solution providers use CART as a go-to-market tool that connects them directly to their target retail audience, all the way into the brick and mortar store itself. CART has unparalleled insight into what’s next in retail and shares this information regularly through multiple channels.
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