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Feb 19 2024
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Ret-AI-l: selling stuff will not be the same

By francescopagano74

What is the impact of artificial intelligence (AI), especially in its generative component, on Retail? How will this exponential technology transform the way we sell stuff, offline and online?
We just witnessed the launch of Sora, by Open AI, and the entire AI arena is changing extremely fast, every single day. It goes without saying that commerce will be impacted and augmented by AI, for good and forever. Should we call it Ret-AI-l?

Here are 7 areas where we will see AI revolutionize the way we sell anything, be it a piano, underwear or a table for two at Alain Ducasse’s Jules Verne in Paris.

Oct 08 2022
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The Death of The Consumer Journey and The Rise of Micro-Marketing

By francescopagano74

The consumer journey, defined as the sequential experience of a Brand proposition and communication, is dead. Micro-marketing is the new reality: an expansive, concentric movement, where Brand identities are designed one micro-step at a time. I am going to exaggerate the differences between past and present, hopefully to highlight the greater power that we all have today. I am using the present tense in most parts of this piece, as I feel we have been stuck in a permanent freeze for the past thirty years.

Oct 02 2022
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The Inverted Funnel: How Blockchains Will Shake Up the Traditional Consumer Funnel

By francescopagano74

The use of blockchains will become mainstream in a few years from now, so say consultancies and pundits, who look at penetration curves across the globe1. Crypto is on the rise and powerhouses like Starbucks and Nike are merging blockchain into the fabric of business, reinventing the dialogue with their fans. In this short piece, we double click on how the efficiencies, tracking and reconciliation capabilities of blockchains will revolutionize the famous 4 P model2. We will do that with a slightly activist tone. The future scenarios are, indeed and on purpose, exaggerated, to highlight the disruption vs. today’s status quo.

How is the world of marketing looking like five to ten years from now? We will go from product to meta-product dominance; from standardized pricing to personalized and dynamic fees; from property exchange to rent and fluid trading between brands-to-fans-to-fans; and, from storytelling to the co-creation of social capital, in a user and brand mutually interested narrative. The Marketing mix will not be the same: it will be turned upside down.