The retail store is an ecosystem, according to Dan Mack, managing director of Mack Elevation. “More than ever before, all of us are investing in the shelf. That experience matters. It is as much a part of the brand as your brand is [part of] the category.”
Above all else, today’s consumer wants to be listened to. To get new insight into how top companies are uncovering the changing needs, motives and interests of the new consumer, executive director Dan Mack moderated a panel discussion of leading marketers as part of its April 6 New General Market Forum.
For retailers and CPG companies, there is an inherent danger into lumping people together in neat little buckets — which might explain why “personalization” is such a big buzzword in the industry these days. With millennials, it is like playing Russian roulette with your marketing dollars.