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Focus on the fundamentals to level up in China’s “new retail”
E-commerce & mobile retailEvolution of retailOmnichannel retail
Brands in China must focus on building seamless shifts between multiple offline and online in order to reap the benefits of the “new retail” movement, according to Bryce Whitwam, Adjunct Instructor, New York University School of Professional Studies.
Why it matters
Seeing the world as having separate offline and online spaces is a view that has become obsolete in China, and traditional retailers and shopping malls should embrace “new retail” to allow consumers to move seamlessly between different retail, commerce and social media formats.
Store environments can be experiential zones for convenient shopping platforms, activated in-store via a mobile device.
Use technology to improve the customer experience via on-shelf QR codes for product details and reviews to drive the sale.
Enable customer access to the store inventory while shopping to reduce friction and shorten the in-store customer journey.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。