Shopper Marketing - March 2016 - 16


PROGRAMS

Stores Must Evolve
Into 'Magic Boxes'
Target, WSL Strategic Retail executives to explore the
topic at Shopper Marketing Summit
By April Miller

Shoppers have not abandoned physical stores, but
their expectations of what
they will find in the stores
have changed. With consumers spending an average of 26 hours a week
online or in the "black
box" as Wendy Liebmann
calls it, their expectation
for retailers are to "build
them a magic box. Create
something experiential for
me again. Otherwise I'll go David Plante
back to the black box."
In a general session this month at the Shopper Marketing Summit, Liebmann, CEO and
chief shopper at WSL Strategic Retail, and
David Plante, senior group manager, consumer and cultural insights for Target, will share
insights from WSL's September 2015 "How
America Shops: Build My Magic Box" survey
and report, what retailers are getting this right,
and how categories and brands play a role.
The "magic box" term sums up how Plante and Liebmann see retail evolving around
the world. "Retailers are investing in creating
16

y SHOPPER MARKETING MARCH 2016

Wendy Liebmann

experiences that remember that shopping
at its core is an emotional experience," says
Plante. While technology, online shopping
and globalization have all served to shake up
the industry, the WSL survey found consumers want retailers to remember that shopping
is about happiness and emotional connection
and the potential power a physical store can
have.
Exactly what's in the magic box may differ
for every shopper and can also vary based on
one's shopping trip - am I running into the



Table of Contents for the Digital Edition of Shopper Marketing - March 2016

Contents
Shopper Marketing - March 2016 - Intro
Shopper Marketing - March 2016 - 1
Shopper Marketing - March 2016 - 2
Shopper Marketing - March 2016 - 3
Shopper Marketing - March 2016 - Contents
Shopper Marketing - March 2016 - 5
Shopper Marketing - March 2016 - 6
Shopper Marketing - March 2016 - 7
Shopper Marketing - March 2016 - 8
Shopper Marketing - March 2016 - 9
Shopper Marketing - March 2016 - 10
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