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

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.