Redefining Retail

Learn how to successfully grow your business in a post-covid and post-digital world

In Redefining Retail, Professors Philip Kotler and Giuseppe Stigliano have developed a set of 10 Guiding Principles that you should embrace, no matter if your firm is a well-established player, an SME, and regardless of the location and the sector in which you operate. In the world of retail, the basic assumption was: if you prioritise the acquisition of the best locations, everything else will fall into place. This approach will no longer apply due to the fragmentation of the market; there have been several rapid and chaotic changes, including Covid-19, competitive pressures and disrupted customer behaviours.

In the book, you'll discover that the retail model which remained unchanged for decades is inadequate for the post-Digital Age. In other words - Covid was an abrupt disruption, but many changes were overdue. You'll learn and explore the concepts and advice you need to survive and thrive in this new working environment:

• The main challenges retailers face today
• Understand the hybrid human-centric customer journey - physical, digital and virtual
• From making people want things to making things people want: The D2C revolution
• Omnichannel is Dead. Long live Optichannel
• Experiential benchmarks

The challenge is no longer about digital transformation - you now need to rethink the entire value chain, taking into account the growing importance of sustainability, diversity and inclusion, and working policies. Redefining Retail will show you how to future-proof your retail marketing strategy and provide a new customer experience for a new era.