The Store WPP

The WPP Global Retail Practice

Winning Through Curation, Education and Inspiration


by Gwen Morrison

Winning brands champion the consumer through less traditional channels, providing support through curation, education and inspiration. Technology is “disintermediating” businesses from their customers. This is at the core of "disruption in retail” and in other businesses. We saw examples of apps that help consumers manage aspects of their health and finances; these apps have the potential to keep shoppers out of stores and guide them through a range of situations. As consumers are empowered through platforms, brands lose their traditional points of influence. Today, brands need to champion the consumer which means supporting, curating and educating. The customer can then choose how to engage.

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