By Nickie Scriven, CEO, Zenith Australia
“Retail is not dead”. This was the bold statement made by, Michael Treff, president of Adidas’ digital creative agency, Code and Theory, at this year’s Cannes Lion festival of creativity.
The session co-presented by Adidas’ global retail marketing director, Clara Dooley, saw the duo remind the audience of two key statistics: 90 per cent of consumers shop in retail stores, and 50 per cent of all sales come from retails stores. Though they also noted just how much shopping behaviour is changing, and how retail environments need to adapt to provide a seamless and consistent experience between the retail and the online shopping environments.