Retail 3.0 A Position Paper Series: Preface

By Hawkins Strategic LLC

We are at the dawn of the next profound power shift in the retail supply chain, and this time the power shifting to the individual shopper. This is Retail 3.0. And, just as with previous shifts in industry power, it is the convergence of several developments that is driving this change. Today one can observe:

A supermarket retailer heavily leveraging web-based technologies to efficiently and effectively provide personalized ad flyers to each of its shoppers, communicated across multiple digital channels and delivered automatically into the transaction at checkout—realizing increased sales, shopping visits and customer retention through the power of relevancy;

A collaborative marketing portal enabling supply chain partners to create content and promotions, enabling actionable collaboration at a shopper level with different shopper segments receiving different marketing initiatives across different channels, and closing the loop by providing effectiveness measures for each, from ad flyer to email to kiosk interaction;

A next-generation system for making shopper data actionable, automatically creating extensive shopper segmentations based on behavior, and supporting category managers and buyers as they collaborate with manufacturers—realizing improved trade promotion ROI from more relevant and timely marketing initiatives that integrate traditional product category management with customer category management;