Retail Renegades
G2, 2011
What comes to mind when you hear the term "renegade?" Do you think deserter? Outlaw? While the dictionary definition has a negative connotation - "an individual who rejects lawful or conventional behavior" - renegades often have a positive impact on culture. Many are rejected by society during their lifetimes only to be admired later as innovators.
From Mark Zuckerberg (father of Facebook) to the Grateful Dead (who believed music was becoming too commercialized and encouraged fans to tape their live concerts), renegades have significantly enhanced our lives. Put another way, renegades often provide a glimpse into the future.
Depending on your perspective, a "retail" renegade's actions could range from a monumental shift to a more subtle strategy. We find both to be relevant. Our goal is to share some of the most intriguing global examples, highlight commonalities and provide inspiration for your quest to establish deeper shopper connections. As competition across many channels escalates, retailers have increased the sophistication of all aspects of their marketing mix. Our research utilizes the five Ps (product, people, price, place and promotion) as a framework to share examples of those who buck convention. Our research took us on a metaphoric shopping spree around the world, where we found some innovative, unusual, and even irrational examples of retail.
While vastly different in many ways, our renegades share several traits we believe will shape the industry over the next five years.
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About the authors:
Leslie Clifford is executive director, strategic planning and consumer insights at G2 USA. She has 20 years of research planning and shoppermarketing experience across numerous industries. She can be reached at
lclifford@g2.com.
Laura Moser is executive director, retail strategy at G2 USA. Laura's charge is to lead integrated marketing efforts with Kraft, Target, P&G, Walmart, Heineken and Kroger, among others. She can be reached at
lmoser@g2.com.