Opinion: “The new retail strategy: think like a brand, act like a publisher”

Those who want to survive today must be more than a retailer. You need to think like a brand, trade like a retailer, and act like a publisher. Sounds complicated? Don’t worry, I’ll explain it to you step by step.

Think like a brand: more than selling

The retail world has been turned upside down. Classic models are no longer sufficient in a market where customers expect more than just a good price or fast delivery. So how can it be done better?

Imagine you buy a T-shirt from Patagonia. Not just any T-shirt, but a Patagonia. Why do you choose Patagonia and not a cheaper alternative from an unknown brand? Simple: the values of Patagonia resonate with you, so the brand says something about who you are or want to be.

That is exactly what retailers need to understand today: customers do not buy products, they buy meaning. They want brands that connect with their lives, their dreams, their moments of joy or sorrow. Think of a first school day, a new job, a birthday party – those micro-moments are golden opportunities to build an emotional connection.

Retailers who only focus on price, rotation, inventory, or square meters miss the point. The future lies with brands that connect emotion and experience to data and technology. Those that can elicit a smile, even when returning a parcel. Or who can genuinely excite consumers about connected washing machines, like Coolblue “end boss” Pieter Zwart can.

Trade like a retailer: fast, smart, and strategic

Okay, emotion is important – but let’s be honest: without strong retail performance, you won’t make it. Trust comes not only from a good story but also from hard numbers: is the delivery on time? Is the price correct? Is the service top-notch?

Retail remains hardcore top-level sport. Think of quick testing, quick winning, quick failing – and above all: learning from it. The best retailers conduct small experiments daily: a new shelf layout, a different promotion, a different opening line on the website. They measure, learn, and adapt. And they do it at lightning speed.

According to a report by EY, there are six major growth opportunities for retailers. One of them is rethinking retail space: a store is no longer just a place to sell, but a service hub, an event space, a media stage. The old ‘moment of truth’ – the moment when the customer decides – has today become the ‘moment of trust’. That trust must be earned every day.

Retail is media: your customer is your channel

Retailers often think media is about newspapers, TV, or influencers. But that idea is outdated. Retail has become media itself. Think of your website, your receipt, your store, your newsletter, your app – every touchpoint is an opportunity to tell a story, deepen a customer relationship, or even sell advertisements.

New revenue models like retail media can make a difference: advertisers want to pay to be visible on your channel – when you have the customer’s attention. Look at Amazon or Walmart Connect: they have turned their platforms into advertising networks. They sell not only products but also visibility. Brands pay them to be at the top of search results, to be featured, to advertise in a personalized way. And that’s no longer a side issue; it’s core business.

What successful retailers understand is this: people are media. Customers share experiences, like, tag, write reviews. And these are all powerful signals, as long as you listen. By combining creative strategies with commercial data, retailers can predict what works, when, and for whom.

The question is no longer: how do I sell more? But: how do I tell a story that people want to follow and share? On our retail hunt in Seoul, we got great examples at Gentle Monster and Ader Error. They use their stores as media. Millions of selfies shared by people tell their story.

Act like a publisher: connect, surprise, earn

Want to playalong in the retail of tomorrow? Then you need to think like a publisher. Just like a newspaper or magazine does: with editorial planning, thematic content, seasonal campaigns, and above all, relevance.

A publisher knows: if you lose readers, you lose your reason for existence. The same applies to retailers: no engagement, no revenue. This calls for systems that support both creative and commercial agility, and that translate insights from customer data into campaigns, content, and conversion.

The store of tomorrow is a place where inspiration, information, and transaction come together. A showroom for products, a stage for stories, a platform for interaction. And this applies not only physically but certainly also digitally. Whether you sell shampoo, socks, or smartphones: your customer wants to understand what you mean to them. Not just today, but also tomorrow.

Conclusion: the new retailer is a hybrid player

Anyone who operates retail today as they did ten years ago will be irrelevant tomorrow. The old structure – separate departments for marketing, sales, and IT – no longer works. Everything is interconnected: brand strategy, customer data, shopping experience, content, technology. The future of retail lies in connection. Between emotion and performance. Between creativity and commerce. Between brand and person.

So, dear retailer: think like a brand – because your customer seeks meaning. Act like a retailer – because speed and reliability remain crucial. But above all: work like a publisher – because the best retailers of tomorrow are storytellers who know and touch their audience. They create a “heart connection.”

Want to learn more? Book the award-winning author Jorg Snoeck, known as the ‘Captain of Retail’, as a keynote speaker for your next event.