Redefining Retail

PHILIP KOTLER, PHD, is Professor Emeritus of Marketing at the Kellogg School of Management where he held the S.C. Johnson & Son Professorship of International Marketing. The Wall Street Journal ranks him as one of the top six most influential business thinkers.GIUSEPPE STIGLIANO, PHD, is an entrepreneur and a manager with 20 years of international experience in marketing and communication services. He serves as Global CEO at Spring Studios and is an Adjunct Professor of Marketing at prestigious universities and business schools.

• Introduction: Change Is the Only Constant xvRetail: A Different Perspective xviiPost- Digital: When Hype Meets Reality xxiHow We Got to Retail 5.0 xxviiiThe Journey to Come xxxivPart I the Post- Digital Era 11 Running Backwards 3Speed of Change 8Reflection Summary Questions 102 Purpose, People, Planet—Therefore Profit 11The Economic Imperative 14Reflection Summary Questions 183 The Direct- to- Consumer (D2C) Revolution: A Double- Edged Sword 21An Opportunity for Incumbent Brands 27The Benefits of the Hybrid Model 32In Summary 34Reflection Summary Questions 364 Experiential Benchmarks 37The Ever- Higher Bar of Expectations 41Un(Fair) Competition 42A New Market Modus Operandi? 45Reflection Summary Questions 475 Making People Want Things Isn’t Enough 49Making Sense of Data 54The Privacy–Trust Equation 56Reflection Summary Questions 586 Omnichannel Is Dead. Long Live Optichannel. 61From Multichannel to Omnichannel 65From Omnichannel to Optichannel 72Reflection Summary Questions 747 The Post- Digital Customer Journey 75A Hybrid Journey 80It’s All Real 83Reflection Summary Questions 878 High Tech + High Touch 89Behind the Scenes 95Reflection Summary Questions 1009 Shopping Malls Apocalypse? 101Regional Differences 104Mixed- Use Developments 107Reflection Summary Questions 10910 The Perfect Storm 111Where Do We Go from Here? 116Part II THE 10 BEs OF POST- DIGITAL RETAIL 11911 Be Humbitious 125Different Leaders for Different Corporate Cultures 130Reflection Summary Questions 13512 Be Purposeful 137The Benefits of Being Purposeful 142A Difficult Harmony 145Toward a Common Standard 147The Business Correlation 150Public/Private Collaboration Required 156Reflection Summary Questions 15813 Be Ambidextrous 161Overcoming the Obstacles 170Reflection Summary Questions 17414 Be Onlife 175Facing the Most Common Threats 179Embracing an Onlife Optichannel Strategy 187Reflection Summary Questions 19215 Be Personal 195The Benefits 201The Flip Side 204Reflection Summary Questions 20816 Be Human 211Unity Is Strength 217Reflection Summary Questions 22417 Be a Destination 225Redefining Brick- and- Mortar Stores 231Common Traits 237Reflection Summary Questions 24018 Be Exponential 241Different Types of Business Ecosystems 245Unity Is Strength 253Make, Buy, or Ally 257Reflection Summary Questions 26119 Be Invisible 263Five Significant Benefits of Invisible Technologies 269Or: Not So Fast 275Reflection Summary Questions 27720 Be Loyal 279Stakeholders’ Loyalty 284Decoding Customer Loyalty and Churn 287Loyalty, Habit, and Communities 293Reflection Summary Questions 298Conclusion: Embracing the Post- Digital Retail 5.0 Journey 299Notes 305Acknowledgments 341Index 345