Visions of commercial marketing

ScMI supported the ‚EHI Retail Institute’ in a cross-industry scenario project acting as a methodical companion. In collaboration with representatives of the trading-, the brand product-, IT and advertising industry as well as with representatives from media, different visions of commercial marketing in 2015 were developed.

The main underlying question beyond the project was: How does the trade remain capable of making the right future decisions for the customer in times of an increasing complex world of media, the less foreseeable consumer behavior and the increasing influence of technology? Consequently, the aim of this project was to develop alternative future images of the commercial marketing and the commercial environment in 2015.

Five scenarios result from the process, which describe commercial marketing in 2015:

Scenario I: Cheap? That’s what I want. According to this thinking the customer searches for information
Scenario II: Be prepared – the passion for consumption is roused via all channels. The actual seduction takes place at the POS
Scenario III: Smart Shoppers buy bargain – The Smart Shopper receives a wealth of information which find their way to the customer via extensive networking of media
Scenario IV: Everything but ordinary – tailored products are sold with tailored communication
Scenario V: Something you can trust on – Common values is what unites the user and the trade. One buys where one feels home.