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An age of fluidity for marketers

Shoptalk Europe 2023 revealed that ‘fluidity’ is everything. Be it fluid channels, fluid consumers/shoppers or fluid technology. WPP's VMLY&R Commerce was there

Navigating the commerce revolution is not easy when there is so much change. But no one ever said growth in transformative times is easy.

Shoptalk Europe highlighted that consumers are no longer easily identifiable target markets, but communities that are often fragmented. Channels to market are changing – communication channels are different today from even a year or two ago.

Sales and marketing must work hand-in-hand towards an outcome which achieves the right results for the consumer, the brand and the retail customer. And clarity of brand positioning and vision is critical if a brand is to win out.

All of this requires planning – not short-term thinking. And perhaps there is a case for adding a new sensory dimension to messaging – perhaps even music – so experimenting with tech tools beyond the usual suspects was surfaced as a useful way of operating at a deeper level with audiences.

Create relevant content that represents a destination in itself was a clear call to action from the event, and so too was a reminder to incorporate AI into planning processes. It’s about not just keeping up but leading

Read VMLY&R Commerce’s roundup of the event: 7 Takeaways from Shoptalk Europe 2023

Jeremy Cohen and Debbie Ellison


published on

08 June 2023



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