Mediabrands lancerer specialbureau: iRetail

By 21/07/2016Nyheder

Detailhandlens arbejdsbetingelser er under store digitale omvæltninger. Derfor lancerer bureaugruppen Mediabrands nu et nyt specialbureau, ”iRetail”, der samler alle bureaugruppens kompetencer indenfor detailhandel i ét bureau.

Mediabrands, der er IUM’s moderselskab, har gennem flere år haft et strategisk fokus på at være noget særligt for retailers.
”Etableringen af iRetail er næste logiske skridt i Mediebrands’ strategiske beslutning om at fokusere på detailhandel. Vi har efterhånden en bred erfaring inden for retail gennem vores mange retailkunder, og nu samler vi vores særlige ekspertise og kræfter ét sted i iRetail-bureauet,” siger CEO Michael Thim, Mediabrands

iRetail fremtidssikrer en udfordret detailhandel

iRetail står for ’indsigtsdrevet retail udvikling’ og er et bureau, der ikke kun fokuserer på mediastrategi, men bruger indsigter til at rådgive retailkunder på alle områder indenfor for de afgørende touch-points: Butik, medarbejdere, tilbudsaviser, loyalitetsprogram, private labels, etc.

”Vi har udviklet egne Deep Dive analyser, der giver unik indsigt i detailhandlen, og kan dykke ned og kritisk vurdere kædens position, afsløre branchens mest betydningsfuld drivers og identificere de afgørende strategiske indsatsområder. Vi bruger data og indsigtsbaserede viden som afsæt til at fremtidssikre kundernes retailkoncept gennem en klar præcisering af, hvor der skal sættes ind – uanset om det er butikken som medie, produkterne, medarbejderne eller traditionelle media,” siger Mediabrands strategisk direktør Jan Sørensen, der med det nye initiativ nu også er blevet udnævnt til Managing Director i iRetail.
iRetail består af erfarne retailspecialiser på både media og udviklingssiden. iRetail har bl.a nyansat Retail Strateg Michael Holm, der bringer ca. 15 års retail-ekspertise med sig, senest fra sit job som konceptchef for Kvickly kæden i COOP.
iRetail bureauet vil fra start bestå af 10 ansatte, og vil trække på ressourcer fra alle specialkompetencerne i Mediabrands: Marvelous, MediaPrint, Insight, mfl.

Retail scenen er under forandring – og digitalisering

Det er ikke kutyme, at mediabureauer udfører 360 graders konsulentvirksomhed for detailhandlen. Bagrunden er, at retailers i dag står overfor særlige udfordringer i takt med, at kundernes vaner er under forandring.

I dag er der ingen, der behøver at gå i de fysiske butikker. Alle varegrupper kan købes på nettet, og med en 20% e-handels andel på tværs af brancherne skal retailers gentænke deres situation og fokusere på, hvad der skal til for at kunderne ønsker at komme i butikkerne igen. Det stiller krav til nye tankesæt, gentænkning af butiksindretning og i høj grad til detailhandlens digitale tilstedeværelse.

”Detailhandlens arbejdsbetingelser er under voldsomme omvæltninger. De fysiske butikker er oftest stedet, hvor købet foregår, men kundens vej til butikken er blevet digital og meget uforudsigelig. Den digitale tilstedeværelse handler ikke kun om e-handel, den digitale inspiration skaber mere end 50% af kundestrømmen til de fysiske butikker. Web-rooming er afgørende for en retailers succes i dag,” fortæller Jan Sørensen.

Solid analyse af udfordringer

iRetail vil bl.a. basere sin rådgivning på et omfattende kontinuerligt analysearbejde, ”Retail Buying Study”, der er en analyse af den nordiske detailhandlens udfordringer nu og i fremtiden. Det omfatter alle aspekter af købsadfærd, kilder til køb og ikke mindst detailhandlens udnyttelse af alle digitale faktorer og virkemidler, der presser sig på i kundernes hverdag.

iRetail vil betjene sine kunder med detailekspertise og mediaindkøb, lige som at andre Mediabrands bureauer kan tilkøbe separat retail ekspertise.

Bred kundeportefølje fra start

iRetail lanceres i maj, men er allerede operationelt. Bureauet har bl.a. udviklet den taktiske strategi og kommunikation i forbindelse med den succesrige lancering af Dagrofas fødevarekæde MENY.

iRetail arbejder ligeledes med  TOP-TOY på tværs af Norden, hvor de har været med til revitaliseringen af BR, og er i fuld gang med at udvikle BR´s nye Flagship Store i Stockholm. Andre iRetail-kunder tæller Toys R Us, KIWI, SPAR, 7-Eleven og Drømmeland. Sidste nye kunde er Zoo, hvor iRetail arbejder med et spændende projekt omkring optimering af hele retailområdet inden for bespisning og merchandise.

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