• by Alan Hart , October 16, 2018

In this week’s episode of “Marketing Today,” I speak with Scott Mueller, president of Shopchology, a shopper marketing and insights company. During the podcast, we challenge the popular notion that retail is dying, (hint: it’s not dying — it’s evolving). Mueller provides insight into the future of retail using real-world examples to make his point.  

In talking about the ways brands can gain traction in the rapidly evolving landscape, Mueller outlines how authenticity is key to connecting with shoppers. “Experience, storytelling — they’re everything," he says. “They’ve always been important, but they’re so crucial now — to getting that mix correct, that vibe correct. Defining and animating your story — who you are and why you deserve the time, the consideration, the dollars from that shopper — that’s important for both brands and retailers.” 

Mueller goes on to add, “You can’t make it up. You can’t do it in a way that doesn’t have credibility, and it shouldn’t feel forced. It should feel natural.”

Highlights from this week’s “Marketing Today” podcast include:

• Mueller worked on both the client side and agency side before focusing on shopper marketing. (1:21)

• Shifting sands: Mueller discusses how relationship between brands, retailers, and shoppers have changed over time and how shoppers are now the ones calling the shots. (3:09)

• Retail apocalypse? Mueller on the current state of retail. (5:12)

• Mueller’s take on the different ways pop-ups work and what it means for marketers and brands. (12:17)

• Mueller talks about the Nordstrom “service center” in Hollywood and other retail experiments. (17:48)

• How brands — big and small — should tap into the evolving retail landscape. (23:02)

• Getting married and having children have made Mueller a better marketer. (28:29)

• Mueller loves working with the American Undergroundin Durham, N.C.(31:31)