{"id":6220,"date":"2016-11-16T13:59:23","date_gmt":"2016-11-16T13:59:23","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=6220"},"modified":"2016-11-23T23:39:09","modified_gmt":"2016-11-23T23:39:09","slug":"retailrelevancy-where-we-stand-where-were-headed-and-why-it-matters","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2016\/11\/retailrelevancy-where-we-stand-where-were-headed-and-why-it-matters\/","title":{"rendered":"#RETAILRELEVANCY\u2026 WHERE WE STAND, WHERE WE\u2019RE HEADED, AND WHY IT MATTERS"},"content":{"rendered":"<div class=\"single_post_header\">\n<h2 class=\"single-post-title\"><\/h2>\n<\/div>\n<div class=\"post_format_content mb55 text-center\">\n<div class=\"post-image\"><img decoding=\"async\" src=\"http:\/\/tedrubin.com\/wp-content\/uploads\/2016\/10\/IMG_8083.jpg\" alt=\"\" \/><\/div>\n<\/div>\n<div class=\"row\">\n<div class=\"col-md-9 \">\n<div class=\"single-post-content clearfix\">\n<div id=\"triberr_endorsement\"><\/div>\n<p class=\"p1\"><span class=\"s1\">The path to purchase is not just evolving \u2013 it has evolved. How are brands responding? I sat down with long-time friend and business partner <\/span><a href=\"https:\/\/www.linkedin.com\/in\/katadhin\"><span class=\"s2\">John Andrews<\/span><\/a><span class=\"s1\">, for a live stream discussion on the path to purchase, the evolution of retail, and even some inside insights on our Amazon purchasing habits (spoiler alert: John\u2019s a big fan of peanut butter).<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><!--more--><\/p>\n<p class=\"p1\"><span class=\"s1\">If you weren\u2019t able to catch it live, we\u2019ll forgive you this time. You can catch the replay <a href=\"https:\/\/m.facebook.com\/story.php?story_fbid=10154182365718401&amp;id=591878400&amp;refsrc=https:\/\/m.facebook.com\/tedrubin\/videos\/10154182365718401\/&amp;_rdr\"><span class=\"s3\">right here<\/span><\/a>, and I\u2019ll be covering the juiciest quotes in this two-part series on our conversation.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><b>Who are we, and why should you listen?<\/b><\/span><\/p>\n<ul>\n<li class=\"li1\"><span class=\"s1\"><b>Ted: <\/b>We\u2019re consumers ourselves, and that\u2019s why we think we get this stu`We\u2019re practitioners not just of the marketing, content, discussion and conversation side, but we\u2019re actually doing it ourselves. Most of what we write about is on consumer experiences.<br \/>\n<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\"><b>John: <\/b>Look, I\u2019m a retail geek. I love retail: going in a store, looking at displays, and discovering new things. I worked at Walmart for years, and one of the great things about shopping there is discovery. Oh, there\u2019s a six-dollar toaster \u2013 kind of exciting! But it\u2019s also the science, in how people shop, how they find what they\u2019re looking for, and how the retail experience is organized.<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\"><b>How has that retail experience changed?<\/b><\/span><\/p>\n<ul>\n<li class=\"li1\"><span class=\"s1\"><b>John: <\/b>Think about today\u2026you can order things from your phone or your watch. I order things from my Alexa now <i>using<\/i> <i>my voice<\/i>. I was out of peanut butter the other day, so I said \u201cHey, Alexa, order peanut butter.\u201d I love peanut butter; in case you didn\u2019t know.<br \/>\n<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\"><b>Ted: <\/b>And a couple days ago, we were together at my house, getting rid of stuff because I\u2019m downsizing to move to Florida. The whole time, we\u2019re talking about: \u201cHow do you shop?\u201d I don\u2019t know about you, but I buy [stuff] when I want.<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\"><b>\u201cI thought you were downsizing, Ted. What\u2019s with all the boxes?\u201d<\/b><\/span><\/p>\n<ul>\n<li class=\"li1\"><span class=\"s1\"><b>John: <\/b>What\u2019s amazing is, the whole time we were there, Amazon boxes kept showing up to your house with <i>one item <\/i>in it. Ted, wait\u2026 you order one item? And you\u2019re like, I ordered one thing because I needed one thing. If I needed a basket of stuff, I\u2019d go to the store.<br \/>\n<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\"><b>Ted: <\/b>I needed sunglasses, so I ordered sunglasses (the beauty of Amazon Prime free shipping is that it caters to impulse buyers\u2014and thus nets Amazon more orders per customer. A brilliant strategy for enhancing customer experience.).<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\"><b>Pivoting to the big picture, when is ten percent really much more?<\/b><\/span><\/p>\n<ul>\n<li class=\"li1\"><span class=\"s1\"><b>John: <\/b>People talk about retail today, and they\u2019ll say, \u201cWell, only ten percent of retail is eCommerce.<br \/>\n<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\"><b>Ted: <\/b>That\u2019s <i>a lot<\/i> of freakin\u2019 eComm!<br \/>\n<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\"><b>John: <\/b>Take Walmart sales. Walmart is about eight percent of US Retail, so total eComm is already bigger than Walmart.<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\"><b>So eCommerce is big, and that\u2019s no surprise. Why does it matter?<\/b><\/span><\/p>\n<ul>\n<li class=\"li1\"><span class=\"s1\"><b>John: <\/b>The ability to unlock how stuff gets to you, rather than you going to get it, is just mind-blowing today.<br \/>\n<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\"><b>Ted: <\/b>The other side is unlocking how we find and experience products. Digital platforms, social platforms, mobile, or even something like the <a href=\"https:\/\/www.samsung.com\/us\/837\/\"><span class=\"s3\">Samsung 837<\/span><\/a> downtown, where you can\u2019t even buy anything. It\u2019s a matter of going in, and experiencing their products, knowing that no one is standing on top of you trying to sell you something.<br \/>\n<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\"><b>John: <\/b>Just let me see the stuff, and at some point along that path, I might decide to buy it.<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\"><b>That gets to the heart of it. And surprise, surprise, Amazon is way out in front.<\/b><\/span><\/p>\n<ul>\n<li class=\"li3\"><span class=\"s6\"><b>John: <\/b>I saw an amazing stat the other day, that <a href=\"http:\/\/searchengineland.com\/survey-amazon-beats-google-starting-point-product-search-252980\"><span class=\"s7\">Amazon now has more consumer electronics searches than Google<\/span><\/a>.<br \/>\n<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\"><b>Ted: <\/b>I don\u2019t know about you, but when I want to research a product, I go to Amazon first. And that leads me to start learning how much Amazon earns just selling advertising (because of all the searches). They are becoming the number one search engine for retail \u2013 not yet, but they\u2019re getting there.<br \/>\n<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\"><b>Ted: <\/b>I mean, just look at the amazing job they\u2019re doing with content. They\u2019re doing an amazing job creating content, because that\u2019s how people purchase things. John, as you and I discuss frequently, <a href=\"https:\/\/www.linkedin.com\/in\/fredneil\"><span class=\"s2\">Fred Neil<\/span><\/a>, Amazon Global Head of Lifecycle Marketing &amp; BI, totally gets the shift that is taking place. It\u2019s not just the path to purchase, it\u2019s the path to purpose. What are you trying to accomplish when you go into a store or an online retailer? All of these things are making us think a lot more about <i>how<\/i> people are buying things.<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\">It\u2019s easy to take Amazon\u2019s success for granted, but as a company it has proven that it understands eCommerce \u2013 and the consumer\u2019s path to purchase \u2013 better than just about everyone else. It\u2019s the content, the reviews, the convenience and the social aspect, all wrapped in a neat, personalized package. In part two, we\u2019ll continue to discuss the path to purchase, the evolution of eCommerce, and why the consumer is at the center of #RetailRelevancy.<\/span><\/p>\n<p class=\"p1\"><a href=\"http:\/\/tedrubin.com\/retailrelevancy-where-we-stand-where-were-headed-and-why-it-matters\/rr-logo-big\/\" rel=\"attachment wp-att-5892\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-5892 size-medium\" src=\"http:\/\/tedrubin.com\/wp-content\/uploads\/2016\/10\/RR-logo-big-300x300.png\" alt=\"rr-logo-big\" width=\"300\" height=\"300\" \/><\/a><\/p>\n<div class=\"outbrainGlobalClass\"><\/div>\n<div class=\"outbrainGlobalClass\"><\/div>\n<div class=\"outbrainGlobalClass\">Previously posted at <a href=\"http:\/\/tedrubin.com\/retailrelevancy-where-we-stand-where-were-headed-and-why-it-matters\/\">TedRubin.com<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>The path to purchase is not just evolving \u2013 it has evolved. How are brands responding? I sat down with long-time friend and business partner John Andrews, for a live stream discussion on the path to purchase, the evolution of retail, and even some inside insights on our Amazon purchasing habits (spoiler alert: John\u2019s a &#8230; <a class=\"read-more\" href=\"https:\/\/www.thesocialcmo.com\/blog\/2016\/11\/retailrelevancy-where-we-stand-where-were-headed-and-why-it-matters\/\">Read more<\/a><\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[1965],"class_list":["post-6220","post","type-post","status-publish","format-standard","hentry","category-tedrubin","tag-ronr-noletup"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/6220","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=6220"}],"version-history":[{"count":2,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/6220\/revisions"}],"predecessor-version":[{"id":6226,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/6220\/revisions\/6226"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=6220"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=6220"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=6220"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}