You might know Cheil as Samsung’s global agency, or perhaps its great work for brands like Absolut, Jaguar Land Rover and a stack more. Simon’s a brilliant retail mind, and there’s plenty in this podcast for retailers and marketers alike.
If you care about shoppers, or shopper marketing, Simon Hathaway is your guru.
He and I also share a love of watersports, and in the episode he tells me about the ‘interesting’ relationship between surfers and stand-up paddleboarders.
We talked about:
• How ‘everything is shoppable’;
• Why his first ‘virtual store’ wasn’t a virtual store at all;
• The next phase of retail and three Ss that will define it;
• How brands can adjust their budgets to keep up with technology;
• And the three questions Cheil asks itself before putting technology into practice.
Simon Hathaway on…
Making every channel shoppable:
Consumers expect to be able to click through an image online and find themselves in a retail environment so they want to see price, availability. Increasingly it’s gone into social. There are ‘buy now’ buttons on Twitter. All those things have happened in the digital world and that is the core of stoppable.
Needing to make marketing shoppable:
Retail needs to be a single API that can plug into every type of brand communication.
Measuring customer loyalty:
My new definition of loyalty is how long the app stays on your phone. I think those retailers that you build loyal relationship with do that. Dominoes have done it through convenience, this Harris & Hoole have got a great app which is very convenient, as have Starbucks.