Guest post: Retail judgement day is coming – and it will be driven by buying intelligence

In this guest posting, Steve Tindall, director of retail at media agency Maxus, warns that the biggest revolution in the history of FMCG marketing is upon us

Judgment Day is coming in 2017. Not the apocalyptic version as foreseen by movie director James Cameron, but the beginning of the end of the ‘sales push, mass communication’, second tier retailing experience we currently enjoy(?).  

terminator-judgement-daySupposedly in eight years, Kevin Rudd’s fibre to the home, 100 mega bits per second, broadband network will be completed and a velvet revolution will be underway. To put this in perspective if every other country stands still (they won’t) Australia will have the fastest broadband network in the world.

Human behaviour tends to be fairly constant as it’s limited by the world surrounding us, but that world’s constraints are going to recede. Fanciful, optimistic imaginings or a very likely outcome, either way, retailing needs to evolve with the ever changing consumer, however the ever changing consumer is well aware of the kind of experience they want to enjoy with their product and service suppliers. Kevin Rudd’s new informed, interactive Australia will make provision of this experience a requirement to trade rather than a luxury.

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