In a situation of retail revolution rather than evolution, long-successful brands are battling to maintain relevance. Speaking in Melbourne at the ACRS Retail Insights Seminar –sponsored by CPM Australia – Dr. Sean Sands, Research Director at the Australian Centre for Retail Studies (ACRS), said retail disruption was a key concern for global brands today given the rapid and accelerating pace of change in the sales environment.
Dr. Sands revealed new research which examines how consumers manage complex purchase decision-making. “We are in the midst of a fascinating period of change as the balance of power shifts increasingly towards the consumer and where brands try anything and everything to remain relevant. It’s important that anyone with responsibilities in sales and marketing develop a clear understanding of the factors that activate purchase in the real world,” said Dr. Sands.
Seminar guests also heard the perspectives from leading thought leaders: Ben Wicks, General Manager Marketing, Mondelēz International, leading international retail consultant, Gal Shivtiel, Alex McKay, CPM Chairman, and Graham Brown, CPM Australia’s Insights Director.
To see firsthand the importance of innovation in the retail sector, view David Rumbens’ keynote address – Navigating the Economic Challenges for Retail