Agencies Are Aware of the Problem

There is a distinct difference between knowledge and action.

Many firms speak directly to the lack of relationship between retailers, brands and shoppers but bringing these 3 parties together and coming to a joint agreement about revolutionizing in-store marketing is a tall order.

In reality retailers SAY they want to embrace the shopper but they're totally unwilling to spend a nickel to do so. (We've heard their excitement. And we've seen their enthusiasm fade when they find out it isn't free.) They claim otherwise but the lack of commitment in the marketplace argues my case.

The brands? They are so tightly controlled by their agencies innovation is rarely even presented to them.

These comments are not those of a vendor scorned. They are simply the reality of the marketplace. We've had scores of conversations with some of the largest retailers in the world and this theme is persistent. (Though this is understandable as these firms are risk averse and they're simply being asked to venture into unfamiliar territory.)

Shopper relationships, though virtually nonexistent today, are inevitable. Shoppers in the next decade will accept nothing less. Those brands and retailers who pay lip service to this concept will continue to wither. Those with the foresight to embrace current technologies (off the shelf - nothing bleeding edge here) will reap rewards not seen since the advent of television.