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Hawkins Strategic, a Los Angeles-based retail technology consultancy owned and operated by Green Hills CEO Gary Hawkins, yesterday released a new position paper on how to prepare a retail organization for the next generation of retailing.
Called, “Retail 3.0 Organization,” this latest installment in Hawkins’ Retail 3.0 series addresses how retailers must organize themselves to take advantage of the tools available in Retail 3.0 — what skill sets are needed, what happens at the store level and what happens at headquarters.
“With the abilities Retail 3.0 offers retailers come responsibilities to oversee their proper utilization,” said Hawkins, whose Green Hills Market is in Syracuse, N.Y. “To manage them, one must begin with the organizational structure itself and the traditional, hierarchical organization is not an effective form for the real-time, shopper-specific marketing world of Retail 3.0.”
According to Hawkins, in the late 1990s, forward-thinking industry experts like Brian Woolf advocated leveraging the product category management structures rolling out through the industry, and created a customer category management system and process. The Retail 3.0 Organization argues that it is again time for change, noting that retailers and brands have the ability to measure shopper lifetime value by leveraging their shopper-identified transaction data. They have technologies that enable them to market to individual shoppers, and they have other technologies that provide them real-time insight into store-level activity.
Past Retail 3.0 position papers include “Shopper Data,” “Marketing Communications” and “In-Store Activity.” Hawkins Strategic defines Retail 3.0 as relevant, personalized marketing to individual shoppers, supported by real-time marketing and supply chain synergies, and built on a foundation of shopper-identified transaction data.
To download the white paper, visit http://www.register.hawkinsstrategic.com/register/Paper_4_Download.html.