In a postdigital world characterized by volatility, uncertainty and constant change, retail and consumption companies face a monumental challenge: adapt and prosper in an environment where the rules change at the speed of light. In this new era, success does not depend solely on technological innovation or on the domain of traditional strategies; It demands a renewed mentality, a clear vision and an unwavering commitment to the client.
In this way, retail giants who will mark the rhythm in this decade will be those that not only understand the disruptive changes, but also use them as a lever to reinvent every aspect of their business model. From customer experience to sustainability and digitalization, the challenge is as vast as exciting.
However, before such a complex panorama, the big question arises: where to start?
In this sense, in their new book “Disruptive retail”, professors Philip Kotler and Giuseppe Stigliano, authors of our editing pages, discussed these issues with 156 managers from various sectors around the world. These conversations, combined with our direct experience, allowed them to distill their conclusions in ten guide principles, already practical and actionable.
Of Kotler, that is to say that he is a pHD and Professor Emeritus of Marketing at the Kellogg School of Management, where he occupied the SC Johnson & are international marketing chair; Considered by The Wall Street Journal as one of the six most influential business thinkers in the world, and Stiglian Main world leaders worldwide.
Together, they present their “disruptive retail”, a list of principles that acquire the character of tools designed to help companies convert today’s challenges to tomorrow’s opportunities. And if you have ever wondered how to integrate technology with the human element, balance ambition with humility or turn your mark into an essential destiny, in this book you will find concrete ideas to apply these principles in your business and lead in a world in constant evolution.
The 10 principles of postdigital retail according to Philip Kotler and Giuseppe Stigliano
Be ‘Humbious’ – This principle combines humility and ambition. The leaders
“Humbicosos” admit that they do not have all the answers and value collaboration, without
Stop being ambitious when setting goals and inspire others. They know how to balance the
humility to avoid limiting bold plans and ambition to avoid falling into the
arrogance.
Be propositive – It is essential that companies clarify and express their real purpose.
This purpose combines the reason for being of the organization, its contribution to the social good
and the reasons why employees, suppliers and customers should choose it. A
clear purpose can differentiate a brand, build trust, attract talent and
consolidate your reputation.
Bemake – Successful leaders must integrate apparently approaches
contradictory, such as the exploration of new ideas and the exploitation of resources
existing. Ambidestreza allows quick decisions, even visibility
limited future.
Be Onlife – In the postdigital era, the lines between the physical and the digital have blurred.
This principle highlights the importance of merging both worlds to create experiences
cohesive and integrated client.
Be personal – Personalized experiences are key. Take advantage of data for
Offer relevant recommendations and offers allows to build more connections
deep with customers.
Human being – In an increasingly technological world, companies must value and
foster creativity, emotional intelligence and critical thinking, balancing
These human attributes with technological advances.
Be a destination – Each point of contact with the brand must be designed to captivate and
compromise the client. Brands must offer convincing reasons to interact
With them, creating an integral and memorable tour.
It is exponential – Innovating requires collaboration and flexibility. This principle encourages
companies to co-create with external partners and establish ecosystems that promote their
growth.
Se invisible – Technology must be integrated fluidly into the customer’s route,
avoiding unnecessary interruptions or complexities. Examples include payments
Mobile, AI and IoT.
It lies – Building relationships based on reciprocal loyalty is essential. The
companies must prioritize the well -being of all interested parties, including
Employees, customers, suppliers and the community.
Adopting these principles is not an option; It is a necessity for any company that wishes to stay relevant and competitive in a world in constant evolution. Disruptive retail not only offers a practical guide, but also a framework to rethink every aspect of the business, from strategy to execution.
The Spanish edition, cured by professors Reynaldo Rivera and Martín Zemborain, includes a special chapter focused on the Ibero -American region and a self -assessment instrument to apply these principles in your organization.
The book is already in presale at Amazon.com
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