EDITOR'S
Ethical
Retailing
I recently read a whitepapcr produced by Package Facts entided "2011 Consumer Insights
and Trends," a forecast of the product ;ind social trends that will make their mark in 2011.
Pets, apparel, personal care, food and beverage, and hobbies were among the items highlighted,
but it was the retailing projection that caught my eye.
Although many have already announced the death of retail's brick-and-mortar presence,
the whitepaper su^ests they missed the mark. Brick and mortar is ailing as e-tail oudets
and mobile apps carve out a greater piece of the marketshare, but for those companies not
yet willing to give up die ghost, the report says 2011 is the time to start using the science of
shopper marketing to make shoppers more comfortable in stores.
"Brick-and-mortar retail will indeed die if shopper marketing turns into full-blown neuromarketing—
the two are already overlapped. Who needs to w;ük giant malls and their
parking lots when one has an all-knowing, all-bountiful home computer?"
This train of thoi^t, the whitepaper suggests, proves the power of shopper marketing,
but, even at this early stage, retailers need to think about the ethical questions it raises.
"Using in-store signage to count eye-blinks and head-turns seems brilliant enough, as does
mapping the brain's responses to label layouts—but this is the year that such things will
Stan to be debated in earnest."
Retailers, the message is clear enough: in-store traffic is important, but not as important as
earning and keeping your consumers' respect without making them question the ethics of
your actions.
Amanda Gaines
Editor-in-Chief
Retail!Í T R A T E G Í E S F O R G R O W T H
PUBLISHER
mkellv@retail-merch3ndiser.com
EDITOR-IN-CHIEF
8gaines@redcoatpublishing.com
PUBLISHING DIRECTOR
|miiier*retaii-merchandlser.com
VP OF BUSINESS DEVELOPMENT
mel5oni9redcoatpubiishing.com
CREATIVE DIRECTOR
cbarney^redcoatpublishing.com
EDITORS
Erica Garvin
Karen Kondllis
Eric Slack
DESIGN •
ART DiRECTOR
astewart@redcoatpubiishing.com
DESiGNER
EDITORIAL RESEARCH
SR VP EDITORIAL RESEARCH
joy@redcoatpubiishing.com
VP EDITORIAL RESEARCH
jhouston@redcoatpublishing.com
SR EDiTORiAL RESEARCH
Amy ingoidsby
aingoidsbyi^retaii-merchandiser.cofTi
EDiTORiAL RESEARCHERS
Randali Hawkes
rhawhesilpretaii-merchandiser.com
Julian Walsh
jwalsh@retail-merchandiser.com
PROJECT COORDINATORS •
Johnathan Conroy
Chris Dejesus
Keven Dunn
Kevin McCatlerty
Stephen Pastorelio
Rocky Pisa
INTERNET '
WEBSITE EDITOR
webservicesi^redcoatpubiishing-com
PRODUCTION/CIRCULATION - - -
Mike Keily
(978) 232-9494
Amanda Gaines
(978) 299-3470
Joe Miller
(978) 299-3438
Rick Nelson
(978) 299-3456
Caroline Barney
(978) 299-3439
Jill Rose
MIchtllt McNickle
Amy Stewart
(978) 299-3413
Eiand Wyatt
Joy Francesconi
(978) 299-3499
Jonathan Houston
(978) 299-3487
(978) 299-3412
(978) 299-3465
(978) 299-3461
Daryi Crowley
Melissa Doien
Ed Lannon
Matthew O'Donneli
Tony Peionzi
Steve Wilbert
Maq Flynn
(978) 299-3437
TRAFFIC COORDINATORS
Catherine Terslgni
ctersignii^redcoatpublishing.com (978) 299-3421
Meilzza Santram-Chernov
mchernoyiSredcoatpubiishing.com (978) 299-3441
2 RETAIL MERCHANDISER
RedCoat Publishing
900 Cummings Center, Suite 222-T
Beveriy, MA 01915
May/June Volume 51, No. 3 (USPS 157-700; iSSN 1530-8154;
MiD«900000031) is pubiished bi-monthiy by RedCoat
Pubiishing. Printed in USA. Periodicals Postage paid at
Beveriy, MA and at additionai mailing offices. Copyright 2011
by RedCoat Pubiishing. Aii rights reserved. Canada Post
Pubiications Maii Agreement No. 41089016. Return undeiiuerabie
Canadian addresses to: DPGM, 7496 Bath Road, Unit
2, Mississauga, ON L4T 1L2. Postmaster; Piease forward
address changes or deietions to Retaii Merchandiser, 200 E
Randoiph Street, 70th Floor, Chicago, iL 60601.
WWW. RETA1L-MERCHANDISER.COM
Copyright of Retail Merchandiser is the property of Ideal Media, LLC and its content may not be copied or
emailed to multiple sites or posted to a listserv without the copyright holder's express written permission.
However, users may print, download, or email articles for individual use.
Ethical
Retailing
I recently read a whitepapcr produced by Package Facts entided "2011 Consumer Insights
and Trends," a forecast of the product ;ind social trends that will make their mark in 2011.
Pets, apparel, personal care, food and beverage, and hobbies were among the items highlighted,
but it was the retailing projection that caught my eye.
Although many have already announced the death of retail's brick-and-mortar presence,
the whitepaper su^ests they missed the mark. Brick and mortar is ailing as e-tail oudets
and mobile apps carve out a greater piece of the marketshare, but for those companies not
yet willing to give up die ghost, the report says 2011 is the time to start using the science of
shopper marketing to make shoppers more comfortable in stores.
"Brick-and-mortar retail will indeed die if shopper marketing turns into full-blown neuromarketing—
the two are already overlapped. Who needs to w;ük giant malls and their
parking lots when one has an all-knowing, all-bountiful home computer?"
This train of thoi^t, the whitepaper suggests, proves the power of shopper marketing,
but, even at this early stage, retailers need to think about the ethical questions it raises.
"Using in-store signage to count eye-blinks and head-turns seems brilliant enough, as does
mapping the brain's responses to label layouts—but this is the year that such things will
Stan to be debated in earnest."
Retailers, the message is clear enough: in-store traffic is important, but not as important as
earning and keeping your consumers' respect without making them question the ethics of
your actions.
Amanda Gaines
Editor-in-Chief
Retail!Í T R A T E G Í E S F O R G R O W T H
PUBLISHER
mkellv@retail-merch3ndiser.com
EDITOR-IN-CHIEF
8gaines@redcoatpublishing.com
PUBLISHING DIRECTOR
|miiier*retaii-merchandlser.com
VP OF BUSINESS DEVELOPMENT
mel5oni9redcoatpubiishing.com
CREATIVE DIRECTOR
cbarney^redcoatpublishing.com
EDITORS
Erica Garvin
Karen Kondllis
Eric Slack
DESIGN •
ART DiRECTOR
astewart@redcoatpubiishing.com
DESiGNER
EDITORIAL RESEARCH
SR VP EDITORIAL RESEARCH
joy@redcoatpubiishing.com
VP EDITORIAL RESEARCH
jhouston@redcoatpublishing.com
SR EDiTORiAL RESEARCH
Amy ingoidsby
aingoidsbyi^retaii-merchandiser.cofTi
EDiTORiAL RESEARCHERS
Randali Hawkes
rhawhesilpretaii-merchandiser.com
Julian Walsh
jwalsh@retail-merchandiser.com
PROJECT COORDINATORS •
Johnathan Conroy
Chris Dejesus
Keven Dunn
Kevin McCatlerty
Stephen Pastorelio
Rocky Pisa
INTERNET '
WEBSITE EDITOR
webservicesi^redcoatpubiishing-com
PRODUCTION/CIRCULATION - - -
Mike Keily
(978) 232-9494
Amanda Gaines
(978) 299-3470
Joe Miller
(978) 299-3438
Rick Nelson
(978) 299-3456
Caroline Barney
(978) 299-3439
Jill Rose
MIchtllt McNickle
Amy Stewart
(978) 299-3413
Eiand Wyatt
Joy Francesconi
(978) 299-3499
Jonathan Houston
(978) 299-3487
(978) 299-3412
(978) 299-3465
(978) 299-3461
Daryi Crowley
Melissa Doien
Ed Lannon
Matthew O'Donneli
Tony Peionzi
Steve Wilbert
Maq Flynn
(978) 299-3437
TRAFFIC COORDINATORS
Catherine Terslgni
ctersignii^redcoatpublishing.com (978) 299-3421
Meilzza Santram-Chernov
mchernoyiSredcoatpubiishing.com (978) 299-3441
2 RETAIL MERCHANDISER
RedCoat Publishing
900 Cummings Center, Suite 222-T
Beveriy, MA 01915
May/June Volume 51, No. 3 (USPS 157-700; iSSN 1530-8154;
MiD«900000031) is pubiished bi-monthiy by RedCoat
Pubiishing. Printed in USA. Periodicals Postage paid at
Beveriy, MA and at additionai mailing offices. Copyright 2011
by RedCoat Pubiishing. Aii rights reserved. Canada Post
Pubiications Maii Agreement No. 41089016. Return undeiiuerabie
Canadian addresses to: DPGM, 7496 Bath Road, Unit
2, Mississauga, ON L4T 1L2. Postmaster; Piease forward
address changes or deietions to Retaii Merchandiser, 200 E
Randoiph Street, 70th Floor, Chicago, iL 60601.
WWW. RETA1L-MERCHANDISER.COM
Copyright of Retail Merchandiser is the property of Ideal Media, LLC and its content may not be copied or
emailed to multiple sites or posted to a listserv without the copyright holder's express written permission.
However, users may print, download, or email articles for individual use.
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