The Future of Retail & Impact of Emerging Technology
The future of retail will be defined by modern shoppers who have come to expect consistent brand experiences offline, online and across all of their devices. Consumers want to browse and buy on the go or at home and they expect brands to keep up with evolving technologies.
Following on from his feature in the latest issue of The Drum, James Collins, MD of Rakuten Attribution (Europe), hosted a panel of retail marketing experts, featuring top innovators from House of Fraser, Th_nk, trendwatching.com and Style Psychology. They dicussed their experience with the evolving demands of consumers, their predictions for the future and why measurement and attribution are crucial to success.
James Collins, MD of Rakuten Attribution
James has spent his whole career in the IT industry and has held senior project management and consulting roles. For the last decade he has been working within the digital and online sector – delivering actionable insights from advertisers marketing data and helping them use these findings to make more effective and efficient marketing decisions.
As well as a sound understanding of technology, James has strong people and change management skills, which he has used to deliver proven value from Rakuten Attribution technology and help grow the business effectively. Working with brands like EDF, BSkyB and Virgin Holidays – his role is to ensure Rakuten Attribution delivers insight and value to all of our clients, to enable confident data driven strategic decisions.
Our panel of retail and technology experts:
Sophia Evgeniou, Head of Customer Acquisition at House of Fraser
Sophia was initially responsible for leading the acquisition teams at House of Fraser with a set task to drive conversions and develop a digital marketing strategy including online marketing, mobile, social media and new digital technologies to deliver rich, engaging and integrated digital experiences for consumers.
She now leads the biddable media channels and teams to ensure year on year growth by maximising the biddable media performance and strategy.
Sophia also has experience working agency side across multiple sectors, which has helped her to gain a great understanding of how different sectors work but also how similar the need for data and customer journeys and the bigger view of the world can be.
Julian Burnett, CTO at Th_nk (previously John Lewis & Sainbury's)
Julian is a business technology leader specialising in the transformation and digitisation of consumer facing businesses. He has a successful track record in shaping, architecting and delivering high impact technology enabled business transformation; and re-energising, developing and leading high performing IT functions and consulting practices.
Julian recently joined digital agency TH_NK having previously spent 3 years at John Lewis shaping and delivering the retail giant’s IT strategy. He now helps drive Th_nk’s strategic development, as well as the transformation of its clients’ businesses, including Vue Cinemas, Nando’s, Warner Bros. and Atom Bank.
Victoria Loomes, Senior Trend Analyst at trendwatching.com
Following six years working as a freelance journalist and copywriter for a range of global brands, Victoria switched her attention to trends. She is now responsible for managing TrendWatching’s Premium content and regularly hosts presentations and workshops, teaching brands how to analyse and apply trends.
Victoria has presented at brands across the UK, including Unilever, Hachette and BSkyB and regularly writes about consumer trends and innovations, including a monthly Trend Watch column for AdMap. She has been quoted in a wide range of publications including The New York Times, The Guardian and The Telegraph.
Kate Nightingale, Founder of Style Psychology
Kate is a consumer psychologist and fashion psychologist with experience in retail, hospitality, construction, marketing, PR and advertising industries. Her expertise includes consumer behaviour and decision making, non-verbal communication, brand experience, sensory marketing, marketing, economics, branding, personal branding and first impressions. She is one of the few people in the world with that blend of expertise.
Kate has trained in psychology, economics, marketing and fashion. Kate is also a guest lecturer on MSc Consumer Psychology on London Metropolitan University. In 2014 Kate has been shortlisted for the prestigious Women in Marketing Awards supported by the Chartered Institute of Marketing.
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